XX LUNA RISING: TRAVELING VARIETY SHOW
Creative direction for Luna Rising – a full-moon inspired, multi-city underground variety show inspired by the mystery, frenzy, and possibilities that ignite under the enigmatic light of the full moon.
Components included overall concept development, team management, program look and feel, engagement ideation and execution, renders, spatial design, set design, interior design, experience design, character development, web design, and social.
In 2015, Dos Equis was looking for a summer program motivating its consumers to lead a more interesting life, especially designed to cater to its thrill-seeking, party-as-a-pack, core male target. The program needed to be activated through the line while still being a unique immersive experience that would break through the clutter and excite influencers about the program.
The Luna Rising Late Night Parties is a full-moon inspired, multi-city underground variety show inspired by the mystery, frenzy, and possibilities that ignite under the enigmatic light of the full moon. The intimate 200-person-per-market experience inspired uninhibited exploration, encouraging guests to step outside of their comfort zone.
The online invitation process led guests through an array of unexpected twists and turns. To start, a cryptic video on the website teased the party and prompted guests to call an unknown number to RSVP. Upon calling, they encountered an eerie pre-recorded message describing an exotic moon ritual. Guests were then called back, asked tantalizing questions, and instructed to meet at a specific location wearing only white.
The night of the event, guests were greeted at the prearranged meeting spot by wanderers wearing white cloaks. Guests put on headphones playing bizarre sounds before being escorted along an unknown path towards the venue, disorienting them and building tension until they arrived at their final destination. At the entrance of the party, guests were guided through a narrow, dimly lit corridor where elaborately-costumed professional performers playing the roles of nocturnal creatures waited anxiously to pull them into one-on-one engagements.
As the night evolved, abrupt changes in music and lighting marked the increase of madness amongst the characters’ personality and performances. Their costumes changed as well, revealing different parts of the animal-inspired creatures underneath. In the end, all of the characters came together for a final performance that culminated in a momentous celebration under the full moon.
The event, in support of The Impact Plan Charity, created summer buzz for Dos Equis amongst core and new consumers, supporting the brand’s positioning of facilitating the ‘most interesting’ experiences. The parties took place in four core markets engaging with over 1,000 consumers, sold over 9,000 beers and created over 3 million media impressions for the brand.
PROJECT COMPLETED WHILE EMPLOYED BY MIRRORBALL AGENCY NYC.