Experiential Activation Design, Content Creation, Branding, Production
Sour Patch Kids aimed to position itself as a culturally relevant lifestyle brand for young audiences by integrating pop culture into its identity and deepening its connection with consumers.
To achieve this, we launched their music sub-brand, The Patch, with residences in Brooklyn, Austin, and LA where touring musicians could stay for free. To bring The Patch experience to fans and consumers, we created The Patch Sessions, a content series capturing intimate performances and interviews with artists staying at each house. This also allowed us to leverage the power of the artists' own social pages, as they shared content from their stay, organically promoting the brand to their followers.
I worked on branding The Patch, designing the spaces, and producing social and event content, ensuring a cohesive and engaging experience that resonated with both the artists and the fans. My role involved bringing the brand’s vision to life through every touchpoint, from the residences to the digital content.