Agency: COMPLEX
Client: Mtn Dew Green Label
March 2015
Role: Producer, Creative Direction, Styling, Branding, Promotions, Activations, Budget & Finance
In two short years, COMPLEX took Green Label from vision to robust content platform. After live shows in New York, Chicago, San Francisco, and Miami, we went big in Texas. Green Label came to life with a truly immersive, one-day experience at SXSW 2015! With over 1,000 people in attendance, the event proved to be the hot spot for Wednesday's festival goers. The event included multiple activations that magnified Mtn Dew and Green Label's core themes- art, music, style, and action sports seen through the lens of Millennial culture. A special first look at the trailer for the much anticipated film 'We Are Blood' kicked off the day for over 100 guests including pro athletes, press, and partners. Guests enjoyed custom Dew cocktails, edible Mtn Dew flavored clouds and ice cream, and enjoyed product sampling of Kickstart flavors. Performances included A-Trak, Brenmar, Joey Bada$$, Leaf, and many others.