AF x Coachella 2025
Client
Free AF
Location
United States
Year
2025
Credits
The New Bar
The Objective
The opportunity was to show that a non-alcoholic drink can belong in one of the biggest cultural moments of the year.
The Insight
At a festival, people are looking for something that feels social and memorable. The drink did not need a lecture about moderation; it needed to earn its place in the room.
The Execution
I led the activation across creative, digital, sampling, earned media, and brand integration at Coachella and Stagecoach 2025.
The Impact
Served tens of thousands of people across GA, VIP, Resort, and Safari Campgrounds Activated across one of the most culturally influential festival platforms in the world
