As Creative Director at Advantage, Anastasia gave festival-goers to get a taste of the backstage festival experience at #HyundaiBackstage, a can’t-miss air-conditioned space where consumers cooled off while attending Atlanta’s Music Midtown. There were five acoustic performances throughout the two-day festival by various artists such as Local Natives, Bad Suns, Faye Webster, Band of Skulls and Hero the Band, who also were part of the Music Midtown lineup. This provided our guests with an intimate backstage-like experience with their favorite artists. In addition, we had a music-reactive light installation, wall of guitars photo-op, free refreshments, and a custom LED DJ booth with DJ Jasmine Solano spinning throughout the day.
Outside the space, we provided guests with a lounge area featuring shaded benches and seating poufs– allowing them to kick their feet up and watch a live stream of the festival’s main stage. For an enhanced consumer experience, we created the Hyundai Chill Zone adjacent to our space. The physical experience onsite supported an AR integration of the car through the festival app, debuting the brand new Sonata. This activation won the Visionary Award at the 2019 Summit International Awards in the Engagement/Experiential category.