INDUSTRY:
Installation
CLIENT:
Goldenvoice
YEAR:
2023, 2024, 2025
EXPERIENCE:
Creative Director
Tyler, The Creator
BACKGROUND:
Goldenvoice asked us to reimagine how guests interact with a festival map and to create something meaningful for the fans.
Goldenvoice asked us to reimagine how guests interact with a festival map and to create something meaningful for the fans.
WHAT WE DID:
We turned the map into a full installation. Built on custom software, it showed who was playing and where, with artist takeover moments, sponsor integrations, and over 60 hidden easter eggs referencing Tyler's discography. Song lyrics, symbols, and callouts from his music videos.
We turned the map into a full installation. Built on custom software, it showed who was playing and where, with artist takeover moments, sponsor integrations, and over 60 hidden easter eggs referencing Tyler's discography. Song lyrics, symbols, and callouts from his music videos.
AI Mirror Mode:
We also added an AI mirror mode that transformed fans into a sasquatch, one of Tyler's recurring themes. A hidden camera captured fan engagement throughout.
We also added an AI mirror mode that transformed fans into a sasquatch, one of Tyler's recurring themes. A hidden camera captured fan engagement throughout.
Sponsorship Takeovers:
Taco Bell has been a partner on this show multiple times. We created a taco bell takeover mode. The whole map gets covered in gooey cheese. We built in giveaways and brand messaging. Like an easter egg hunt you had to find the spots on the map to receive prizes.
Taco Bell has been a partner on this show multiple times. We created a taco bell takeover mode. The whole map gets covered in gooey cheese. We built in giveaways and brand messaging. Like an easter egg hunt you had to find the spots on the map to receive prizes.
Main Stage:
We also produced content for the main stage, keeping crowds entertained as they waited between sets. The fans loved it.
We also produced content for the main stage, keeping crowds entertained as they waited between sets. The fans loved it.
IMPACT:
The easter eggs sparked genuine fan excitement. There were multiple Reddit threads and over 60,000 likes on TikTok. Fans used the map to navigate, hang out, and dig for hidden references. The installation has grown year over year, shaped by how fans actually engage with it.
The easter eggs sparked genuine fan excitement. There were multiple Reddit threads and over 60,000 likes on TikTok. Fans used the map to navigate, hang out, and dig for hidden references. The installation has grown year over year, shaped by how fans actually engage with it.
