Childish Gambino x Pixel at Coachella

consumer activation, artist branded partnership

As Head of Events + Experiences at Google for Hardware, I ran the team, production operations, and overall project management for the Pixel partnership with headliner Childish Gambino at Coachella 2019. Titled “Brighter in the Dark,” the branded art installation was a first-of-its-kind for the annual music and arts festival.

I drove a team of 30+ artists, designers, and producers to build the “Brighter in the Dark” installation, an immersive 27ft dual sided full sensory experience for festival-goers, aimed to garner consumer press attention and provide social proof for the Pixel 3 camera and the new AR app co-created with Gambino. Stakeholder management spanned celebrity talent and C-suite executives to bring together Marketing, Social, PR, and external partners.

The installation attracted 9000 attendees (3x the number of attendees at any other brand experience in the festival) and yielded a 67% increase in Pixel social engagement, as well as over 100M press impressions with exclusives in key consumer publications Complex Magazine, Uproxx, and Refinery29.

My scope also included driving the PR strategy in partnership with Google’s communication team, securing resources and guiding the creative team’s process, and managing the budget including talent fee negotiations.