Sweetwater Gearfest 2023 is a vibrant celebration of music and technology where musicians, enthusiasts, and industry professionals come together to explore the latest gear, attend workshops, and experience exhilarating performances from renowned artists. The event is unique this year in that it is a reverse trade show, meaning, Sweetwater gathered social influencers to interact with the brands and broadcast to their audiences and live stream the event and interviews on Sweetwater's website.
As creative director and sole creative on this project, I blended visual graphic design with storytelling, my own music production, and interactive booth design to create a unique experience for the attendees.
The story was about a fake band named "Verve" that broke up and decided to get back together years later. The attendees needed to walk through the back end of the display to learn about each band member and see what Gator products they use on tour. Since this activation incorporated Gator's new brand CABLEWORKS, each station used a color ring on their instrument cable to illustrate the main product feature. In the end, the user ends up at a music mixer, mixing the band's new song and matching the color rings to the channels on the mixing board. Once completed, the user takes a 360 photo booth video to share on social media.
This booth again showed Gator's commitment to making fun and engaging experiences for their customers, and the users had a great time creating content for their channels!
SKILLS: Event Layout & Design, Conception & Mock-ups, Graphic Design, Materials Sourcing, Photography/Editing, Activation Design, POP Design, Custom branded experience, project management, On-site direction and assembly, Original Music Score (interactive), Copywriting, Story Writing
SOFTWARE: Illustrator, Photoshop, InDesign, Logic Pro X, Ableton Live 11
