I worked with RQ as they developed a 3-part program for Youtube Music at Coachella 2019, including an influencer experience, artist pedicab surprise-and-delight takeover, and press amplification. 10 influencers including Emma Chamberlain, Montana Trucker, The Merrill Twins, and more, were invited to travel to Coachella on a branded, decked-out shuttle. I created branded swag to accompany the gifted festival tickets, and a Google Pixel phone to document their journey.
The Bus.
I created the bus wrap design to correspond with installation art, separately designed, for the Youtube Artist Lounge at the festival. I wanted branding elements to be exciting, and not dissuade the attendees from taking a picture in front of it. To accomplish that, I used mirrored vinyl versus a flat color. The contrast of the mirror against the riot of color was really striking, and dare I say it– Instagrammable.
Key Art Illustration Design: Courtesy of YouTube
204.6k Likes, 30.9k Comments - YouTube (@youtube) on Instagram: "The road to @Coachella starts now! 🌴 Join @YouTubeMusic this weekend for live coverage and stayed..."
5,690 Likes, 61 Comments - Diana Marks (@dianamarksofficial) on Instagram: "Arrived to the #CoachellaValley for my first ever #festival experience #coachella #youtubemusic..."
The Pedicab.
For a surprise-and-delight for festival-goers, RQ and I created a pedicap wrap to bring people to and from the shuttle areas. As an added surprised, Youtube and RQ activated artist Quincy to pilot a pedicab during Day 2.
I also created additional branded collateral for the pedicab drivers, included t-shirts and a powerbank.
