A bold festival activation where Army identity collided with rock culture to create a showstopping, share-worthy experience.
Services
Experience Design, Interactive Installations, Environmental Design
Client
U.S. Army
Year
2023
Challenge
Break through the noise of major music festivals to spotlight the Army’s touring band — but do it in a way that feels authentic, creative, and social-media worthy, not preachy or conventional.
Goal
Create “Foxtrot Hotel”: an Army-meets-rock footprint where installations, interactive moments, and shareable spaces invite festival-goers to engage, discover the band, and rethink what the Army can represent.
Armed with insights, we meticulously refined their brand message for authenticity and resonance. Beyond words, we embarked on a creative journey, crafting a fresh visual identity that truly showcases their unique essence. This integrated approach, blending refined messaging and a captivating visual aesthetic, empowers our client to confidently communicate their values and engage their audience in a meaningful way.
Result
One of the most talked-about spots at the festival. Fans lined up for photo ops, engaged with installations, and left with shareable content. The activation shifted perceptions — showing that the Army can be creative, bold, and culturally relevant.
