The Joy Experience

Experiential Marketing

Skills Highlight: Event Activation, Brand Positioning, Lead Generation, Artist & Vendor Coordination

In collaboration with the Black Lives Matter Global Network Foundation, I helped organize The Joy Experience, an in-person activation at the 2022 ONE MusicFest in Atlanta, Georgia. Designed as part of the organization’s strategic repositioning efforts, the activation space shifted the narrative from protest to joy as a form of liberation. Through immersive design and curated art installations, we created a welcoming environment that encouraged engagement, social media content creation, and long-term audience connection.

Overview

Design & Artist Coordination

Visual Storytelling

The activation space was designed to be a vibrant, welcoming retreat amid the festival’s energy. Inspired by themes of joy and liberation, the space featured natural floral arrangements, bright color palettes, and graphic installations that encouraged attendees to rest and reflect. Artwork from Black creatives, including featured pieces by Pierre Bennu, reinforced the narrative shift towards Black joy as a powerful act of resistance and self-care.

Coordinating Production Partners

To bring the space to life, I worked with event production specialists to source and coordinate physical elements such as seating, interactive installations, and artwork displays — all within a 3 month timeline.

Engagement Strategy

Lead Generation

Understanding that audience interaction extended beyond the festival, we implemented lead capture strategies using strategically placed QR codes throughout the space. These codes directed attendees to social media channels and sign-up forms, fostering continued engagement beyond the event. By capturing leads from attendees who had already experienced the activation, we increased the likelihood of long-term community engagement and future conversion along the marketing funnel.

Social Media Content

To maximize digital reach, our team collected high-quality B-roll footage and conducted attendee interviews, generating compelling social media content that extended the impact of the activation.