Amazon Music wanted to create a festival activation that would cut through the noise and engage the Gen Z audience at Outside Lands. The goal was to create an experience that celebrated fandom, giving fans direct access to artists and unforgettable festival moments.

THE IDEA

Amazon Music Live

A nightclub-inspired space filled with surprise-and-delight moments and exclusive artist access. 

The activation became a  hub where fans could celebrate music, meet their favorite artists, create shareable content and walk away with must-have merch.

Fans got up close with their favorite artists and got to sit in on interviews with Bars & Nuggets host Bimma Williams.

As Senior Art Director, I played a central roll in shaping the creative vision for Amazon Music’s Outside Lands activation, from spatial design and visual identity to artist appearances, merch, and interactive touchpoints. I oversaw the art direction of the 40x40 build, mural collaboration, DJ booth centerpiece, video booth experience and promotional content ensuring every detail connected back to Amazon Music’s brand and delivered a culturally relevant, fan-first festival experience.

Agency: Kamp Grizzly

Senior Art Director: Peter Bowhan

Creative Director: Justin Morris
Art Director: Ben Smith
Designers: Erika Nathanielsz, Taylor Partee
Spatial Designer: Chloe Hanf
Project Manager: Asharae Jones
Producer: Persis Koch, Cary Henderson
Production Coordinator: Zi Zabelerio
Videographer: Matt Taylor 
Photographer: Kyle Hannon