Coachella Goes Web3

Coachella came to us to rekindle the energy that brings thousands of revelers to Indio every year. After a two-year hiatus, the festival needed to navigate the rapidly converging landscape of the physical and digital, and its new expectations for IRL experiences. Coachella tasked us with shaping their NFT strategy and developing the creative. The campaign kicked off with Coachella Keys, a collection of 10 first-ever lifetime passes alongside the In Bloom NFT, which was offered to all attendees of the festival that bloomed into desert flowers of varying value and offered up exclusive perks. On-site at the festival we created a large-scale immersive experience, Superbloom, which combined the momentous NFT drop and NFT artist Zach Lieberman’s vision to make the ‘ticket’ rollout a smash success, and create a new model around fan loyalty.