Experiential
FringeFest
An all-night live art event
Philadelphia’s annual alt-youth dance-a-thon offered a direct channel to the most progressive minds in the city. So Penn hired a local artist to create a mural during the event, and he and I worked out a few themes to complement Penn’s Immunorevolution campaign.
We would absolutely not ‘brand’ the artwork. Instead, I had a designer create a few icons to represent the different concepts behind the Penn immunology program and asked the muralist to place them in his design. We then used his rough sketch to create a kiosk for the event where we actually could brand the space, explain the icons and linger on the details.
We livestreamed the event and used the time-lapse video for social. Start to finish: 12 days.
ImmunoBar
A branded sponsorship for Philadelphia’s annual ThinkFest
We only had a couple days to come up with a theme, so when the account exec asked, I only had one idea: an “immunobar” would attract attendees and underscore Penn’s leadership in immunogenetics. “I like this!” he said. “I like it, too!” I said. Easy peasy. Done.
