Experiential Launch — Music + Technology + Hydration
smartwater’s smartbeats Launch Event
Connecting artists to the water cycle through an immersive launch experience.
The Challenge
smartbeats by smartwater is a wellness and lifestyle marketing campaign built around music, technology, and hydration. For the launch event, I translated that broader idea into a physical experience while creating a meaningful connection between smartbeats’ four need states — Balance, Flow, Connect, and Movement — the participating artists, and smartwater’s integral use of the hydrologic cycle for water purification.
My Role
Concept development, creative direction, and pitch presentation
Art direction for design and video production
On-site location scouting
Scope
Experiential launch event at Lightbox, an immersive event venue in New York City, featuring brand activations, presentations, interactive experiences, and live artist performances.
Press: Athleisure, Style & Society, [Medium Article]
I developed the concept around the hydrologic cycle, connecting each of smartbeats’ four need states to a stage of water’s journey and the artists behind them. This became the framework for the event, bringing smartwater’s brand story together with smartbeats through the speakers, artist performances, interactive experiences, and projected video content.
I mapped the guest journey from entrance to exit and developed interactive concepts around the four need states. One concept brought to life was Focus ART — an installation guests moved around to reveal the word “FLOW” from a specific angle, turning the idea of focus into a physical interaction.
Photo Credit: Taylor Hill/Getty Images for smartwater
I directed the design development and video production for the main event experience, with video projected onto the walls of Lightbox. The visuals connected each artist’s sound and identity with the corresponding stage of the water cycle, carrying the concept through the live performances and into the physical environment.
Designers: Cody Arabie & Mason Vance