Tasked with amplifying Pepsi’s ongoing Creators League Studio initiative on the ground during the Sundance Film Festival, BCG created a pop-up lounge that became an exclusive hub where talent, media, and industry stakeholders were able to enjoy unforgettable event programming.
BCG oversaw the complete transformation of an open format art gallery on Park City’s Main Street into a cozy, modern retreat with plush furnishings and warm, ambient lighting. The exterior façade was seamlessly wrapped with Creators Studio Lounge branding and the interior featured pops of Pepsi blue and a photographically rendered exposed brick wall embossed with a branded geometric design. A custom bookshelf that showcased film-inspired artifacts and strategically integrated Creator League Studio and Sundance Film Festival logos along book spines, served as a focal point and photo backdrop.
BCG leveraged its ties to the industry to organize meetings for the CMO of Creators League Studio with top executives and filmmakers and attract film casts hosted for press junkets. At night activations included film premiere parties where guests could mingle over bespoke cocktails and listen to a rotation of top DJs, including chart-topping artist, Jillionaire of Major Lazer during a celebration for the documentary about the band, Give Me Future: Major Lazer in Cuba. Another memorable evening featured music performances by the cast of the film, Band Aid. BCG also introduced supporting sponsors, Diageo, Kola House and Life WTR, and managed brand integration.