Create a platform that brought Mountain Dew Code Red to life in a relevant way with the consumers and excited retailers in-market.
Develop a pair of coming out events in Birmingham and Chicago that invited the consumer into the world of Code Red with event thematics that borrowed elements from Jay Electronica TV spot and spoke to intelligent modern day hip-hop.
Underground vibe and energy that interspersed throughout the events through the consumer experience - décor, music and visual elements - with the details and color palette of the product utilized as the main ingredient woven throughout the space (i.e. red lighting and red velvet curtains, etc.).
The Chicago event was used as the setting for music video shoot for Green Label Sound artist The Cool Kids’ 3rd single "Rush Hour Traffic."
The Cool Kids "Rush Hour Traffic" from GreenLabelSound on Vimeo.