MONKS
HP X COACHELLA
2022
Project — At Coachella 2022, HP returned with a renewed purpose: to connect creativity with sustainability. With a score by ODESZA and contributions from nine acclaimed digital artists, over 80,000 festivalgoers experienced REGEN, an immersive, multi-sensory journey inside the HP Antarctic Dome. Our team helped shape the campaign narrative, concept, on-the-ground content capture, and online content that carried the story far beyond the desert.
My Role — As Associate Creative Director, I led art direction across online content and helped shape the campaign narrative and social activations—including a TikTok concept that drove over 12 billion views on #HPSustainability.
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CREDITS
Group Creative Director: Rajat Gupta
ACD, Art: Bram Heeffer
ACD, Copy: Shawn Hurley
Lead Designer: Macarena Perez
Content Animation: Bruno Alexander
On-the-ground Experience & Production: Infinity Marketing
