Backcountry x NBC Sports. Creating full funnel brand partnerships through brand awareness with event activations. Backcountry was the retailer parter platform for Ally Sports, the action sports storefront for NBC Sports.
Art direction. Through this partnership I art directed, designed and created on site brand activations at the Dew Tour. Working together with the team at NBC Sports we created pre, live, and post event marketing campaigns. From digital shopping experiences, customer product engagement points, partner brand booths, athlete signings, and product giveaways during the on site events.
Design challenges. The weather at each stop was the least of the concerns. Because they were expected. When you do a live event you know that there will be snow. Or rain. Or sun.
What is unexpected is rivers of sewage when it rains in cities, protecting signage from sandblasting at the beach, and how high altitude can cause communication outages in video monitors. Each stop faced its own set of new demands and our teams worked tirelessly to create immersive and engaging experiences.
What is unexpected is rivers of sewage when it rains in cities, protecting signage from sandblasting at the beach, and how high altitude can cause communication outages in video monitors. Each stop faced its own set of new demands and our teams worked tirelessly to create immersive and engaging experiences.
Above example: Sun exposure in the background pattern of the main Dew Tour graphic visually loosing contrast during the 3 day event. Lighting needing to be on to increase visibility due to shadows casting from event structures on the graphics causing the athletes to be unable to see depth in the wall.
Engineering challenges. When designing large scale live events there are many factors such as engineering constraints and booth positioning that play a part in the design process. On site communication stations, generators, temporary building permits and lighting are all part of the event planning as well as graphics temporary signage, backstage access, athlete lounges, thank you bags, and of course complying with operations for legal and local ordinances.
Dew Tour Breckenridge. Each stop, each year, we became a better connected and flexible team. We created an integrated design system that allowed us to quickly adapt and be reusable at each event location.
Above: The booths were upgraded from vinyl with metal framing to wood structures allowing shelter from snow and wind. Also allowing for inventory storage and communications to be run through the backs of the walls.
Building connections. As a brand we partner with other brands to build awareness and bring a level of expertise that the other can lean on. Learning from others, seeing a massive live event come together is something that every designer should experience.
Excitement. At the end of the day, nothing brings be more joy than connecting face to face with customers. Seeing the pure excitement on their faces and love for the brand is one of those moments that you can't write about or explain. We work the late nights, we laugh, we cry tears into our coffee mugs, but we do all of this because of the athletes and fans. None of us would be here creating this without you. Thank you.
Above: Liz Kuzmkowski Hayes enjoying one of the partner activations at the San Francisco stop of the Dew Tour. My mom disapproves of this photo.
