Trident: See What Unfolds Live
Orchestrating an Iconic Music Collaboration for 3,000 Fans
In support of Trident's "See What Unfolds" campaign, I led creative direction for an exclusive experiential activation at Terminal 5 in NYC, conceptualizing the event and directing every aspect of design, look and feel, and execution. We transformed the 3,000-capacity venue into an immersive party environment, skinning Terminal 5 entirely with custom stage design, interactive laser light displays synchronized to the music, Instaprint photo stations, vivid custom artwork, specialty cocktails, and strategically placed cakes for Steve Aoki's signature front-row cake-facing moments.
The activation used a reveal strategy—fans arrived for what they thought was an exclusive Steve Aoki show, only to be surprised by Duran Duran. The climax was the world premiere of "Hungry Like The Wolf: Steve Aoki vs Duran Duran - The New York Werewolf Mix"—a true collaboration both artists co-wrote and produced, performed live for the first time. We extended the experience by releasing an official music video 72 hours later and launching a Genero.tv music video competition with $20,000 in prizes.
This immersive cultural moment, timed to the song's 30th anniversary, bridged millennials who love EDM with Gen X fans who grew up with Duran Duran.
Impact: The event generated 14M+ Facebook impressions, 1.3M+ Twitter impressions, and 2 M+ YouTube views. The remix was offered as a free download (up to 30,000). Press coverage included Ad Age, Marketing Week, Billboard ("The Branding of EDM"), PRNewswire, Yahoo Entertainment, and Entertainment Tonight—positioning the partnership as a turning point for brand integration in EDM.
Role: Creative Direction, Event Concept, Experiential Design, Print Design, Brand Integration, Production Leadership
CAMPAIGN CASE STUDY
LIVE MUSIC VIDEO FOR ‘HUNGRY LIKE THE WOLF’ (STEVE AOKI VS. DURAN DURAN)
