Front Row Coachella
My Role
Concept
Concept
Art Direction
Product Design
PR
Billboard, Rolling Stone, Variety, Vogue, Esqure, GQ, CNN, Vulture, USA Today, Buzzfeed, Insider, and 550+ global press
Brief
People still perceive Coachella as an in-person experience. Shift people’s perception to think ‘YouTube Livestream is the best way to experience Coachella’
Idea
We created a cultural symbol for watching Coachella from home: the couch. We branded it as Front Row Coachella.
The campaign gave unprecedented access to fans around the world on YouTube with livestreamed performances, backstage artist interviews, in-stream shopping, exclusive merch drops, and even an NFT that could give you lifetime passes to the festival.
The campaign gave unprecedented access to fans around the world on YouTube with livestreamed performances, backstage artist interviews, in-stream shopping, exclusive merch drops, and even an NFT that could give you lifetime passes to the festival.
Trailer :30
Branding
To make Front Row Coachella intriguing and less corporate, I stylized YouTube's UI elements with a playful papercut style to match the festival's vibe.
Outdoor
We brought the Front Row Coachella couch to 15+ countries.
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Digital
(mobile, social & email)
(mobile, social & email)
Google Homepage
Smart TV
Live merch drop
To boost live viewership, I pitched the idea of selling limited-edition merch exclusively available during the livestream for artists' fans. Everything sold out during Weekend 1 - sorry to all the Weekend 2 viewers who missed out!
Result
Over 550 global press stories
Creator / YouTube Shorts features in Good Morning America, Newsweek, Tubefilter, Uproxx with more to come from Allure, Hola, Sweety High, Hello! and El Mundo.
Livestream, tune-in and VOD coverage features in Rolling Stone (13 stories globally), Billboard (12 stories globally) Pitchfork (10 stories), Complex (8 stories), Variety (6 stories), The Fader (5 stories), Newsweek (4 stories), Vogue (2 global stories), Teen Vogue, Esquire, GQ, CNN, Vulture, COS, Deadline and several more.
15+ articles dedicated to YouTube Shopping’s exclusive merch drops in the LA Times, Hypebeast, Complex, IQ Index, Mixdown and more.
Photos appeared in USA Today, LA Times, Rolling Stone, Bustle, Buzzfeed, Insider, amongst others.
Creator / YouTube Shorts features in Good Morning America, Newsweek, Tubefilter, Uproxx with more to come from Allure, Hola, Sweety High, Hello! and El Mundo.
Livestream, tune-in and VOD coverage features in Rolling Stone (13 stories globally), Billboard (12 stories globally) Pitchfork (10 stories), Complex (8 stories), Variety (6 stories), The Fader (5 stories), Newsweek (4 stories), Vogue (2 global stories), Teen Vogue, Esquire, GQ, CNN, Vulture, COS, Deadline and several more.
15+ articles dedicated to YouTube Shopping’s exclusive merch drops in the LA Times, Hypebeast, Complex, IQ Index, Mixdown and more.
Photos appeared in USA Today, LA Times, Rolling Stone, Bustle, Buzzfeed, Insider, amongst others.
Don Lee