Essence Music Festival 2022
Maui Moisture's 'Aloe Beautiful' campaign is all about celebrating the beauty and diversity of curly hair and promoting their aloe-infused hair care products. During the Essence Fest, they held a 3-day mobile activation where the Curl Squad shared tips on wash-day routines. As the lead designer, I was responsible for designing the truck's interior and exterior, creating signage, OOH materials, and social media content. We transformed the truck into a tropical bathroom to offer visitors a one-of-a-kind Maui wash day experience complete with selfie mirrors and product displays.
OOH efforts utilized an AR filter that enabled users to scan wheat-pasted posters to reveal the location of the event. Keeping on the theme of Maui Wash Day, the screen filled up with steam to reveal the address. Users were able to download stickers with unique messages written on the mirror for social sharing.
AfroPunk 2022
As part of Maui Moisture's 'Aloe Beautiful' campaign, I designed a photo moment that allowed festival-goers to take selfies while discovering more about the brand's hair products. The pop-inspired backdrop features Maui's signature teal hue as the canvas for carefully curated beauty shop prop styling. The lavish floral arrangements are a nod to the company's tropical ingredients, adding a touch of lushness to the overall aesthetic.
Agency: MKG

Production: Vanessa Dawson, Holland Burkert
Creative Strategy: Ashley Brooke, Nicolette McClendon

3D Design: Natalie Kruch

Essence Music Festival
Production: Vanessa Dawson, Ali Barfield
Creative Strategy: Ashley Brooke

3D Design: Christian Concepcion, Susannah Hyde

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