OGX “Love Is In the House”
During Pride month 2022, OGX celebrated the LGBTQIA+ community through strategic initiatives, including an artist collaboration, OOH campaign, sponsor partner activations, and culminating in a consumer event at the Governor's Ball music festival.
Role: Project Management, Client Management, Budget Curation & Management, Festival Main POC, Fabrication lead, Staffing lead, Artist Management, Overall Logistics & Planning.
Agency: MKG
Location: New York, NY | June 2022
Guests were instantly transported to the Y2K era in a vibrant, playful space filled with branded surprises that encouraged exploration.
Promoted product sampling in the complimentary festival hair styling room, where professional stylists created nostalgic looks like crimping, braids, and butterfly clips, all set against vibrant 90s-inspired posters and decorated vanities.
To extend dwell time, guests applied body crystals and explored brand offerings while waiting for their hair styling.
The teen dream living room invited guests to relax on vibrant pink furniture, pose with nostalgic props, and capture fun GIFs in the glambooth.
LGBTQIA+ non-binary artist ggggrimes designed a custom mural celebrating OGX's values of joyful self-expression and self-love, serving as both an activation centerpiece and a lasting photo op.
To boost consumer engagement and drive traffic to retail partners, the brand teamed up with Milk & Cream to offer Pride-themed ice cream. Guests completed a branded hair quiz for their treat and exclusive on-site coupons, while passersby accessed the coupon via QR code, directing them to a purchasing microsite.