Brief:
Create an exclusive, fan-centered Instagram Close Friends experience to celebrate Childish Gambino’s album launch. Bring the feature to life both in-product and IRL, using the intimacy of Close Friends to make fans feel part of a trusted inner circle.

Role:
Led art direction across the experience and served as the on-site creative lead during the activation. Partnered closely with the talent team to bring the concept to life in real time, while shaping the social capture and ensuring the experience stayed cohesive from product to IRL.