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IDEATE: SET DESIGN

Visual arts created us. We create with that in mind.

Before there was Yeah Field Trip, there was Photo Field Trip——the first iteration of our ongoing, annual festival. The idea was born in Los Angeles, the home of ‘Hollywood’.

Our festival was originally built for those working in the visual arts (photo/video), so for the first two years, we catered specifically to this crowd. Through providing educational experiences, we’ve become experts on how to create a dynamic environment that can help tell a story, add energy to a visual still/moving image, and allow for play.

In other words, our approach to set design is more interactive, because we understand all of the elements that go into a picture. The lighting, the wardrobe, the way colors mix together, the movement of the subject. We try and apply the same dynamic, fluid, meaningful intentions used to create community experiences to creating these worlds.

Our goal is to flip perspectives, surprise & delight, jumpstart the viewer’s imagination, and ultimately create dynamic and compelling visuals.

We’ve successfully created visual experiences like these for clients such as:

  • Squarespace

  • Sony Electronics

  • The David Lynch Foundation

  • Enterprise

  • Huawei

  • Xfinity

  • The Flower Co.

  • TED Conference

  • Nike

  • & others!

 
 

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Here’s what we did:

  • Creative direction (overall event, sets, wardrobe/glam treatments).

  • Designed 5+ unique sets per event.

  • Model & talent casting in each city (average of 10x models/talent per city).

  • Venue scouting & sourcing.

  • Lighting design & execution.

  • Local staffing & management (G&E, PA’s, H/MUA’s, etc.).

  • Production (event, photo/video, set).

  • F&B sourcing, production, oversight.

  • Marketing & advertising.

  • Event footage and documentation.

  • Analytics & data.

  • Strategic partnerhips.

 
 

SITUATION

After seeing the initial success of the first few iterations of the #BeAlpha campaign events in 2018, Sony wanted to find a way to carry that experience into as many major US and Canadian cities as possible to increase the impact.

SOLUTION

In the fall of 2018, we rolled out a tour of smaller-sized #BeAlpha events including:

Mind blowing shooting experiences: Models, dancers, animals, and beautiful & trendy fully-produced sets. Shooting experiences were different in each city.

Fashion-forward styling & glam: We made sure to source the most talked-about styles of the moment for every event, featuring emerging designers that resonated with each city (such as Off-White, JW Anderson, Gucci, Marine Serre, and more). We worked with top tier hair and makeup artists from around the country.

An endless library of gear and photo resources: Including cameras, lenses, grip + electric accessories, lighting equipment.

Party atmosphere: DJ’s, surprise performances, drag queens, stunt performers, and more.

Food & bev: Free food and drink for all guests.

Unique venues: We hosted most of these events in large photo studios around the country.

RESULT

This campaign was widely successful and was renewed twice to run into 2020, touching down in Portland, Austin, Chicago, Dallas, Austin, Boston, New Orleans, Denver, Toronto, Vancouver, & beyond.

We never ceased to draw in a line of guests at the door, often circling the block, and the impressions made in this campaign helped Sony Alpha achieve their larger social KPI’s. We also were able to see an uptick of camera sales correlated to these events.