Client: Takis

Agency: TPN

Role: Strategy and Planning, On-site Content Shooting, Video and Photo Editing, Collaboration with on-site festival influencers, Led entire on-the-ground activation collaborating with brand/clients and TPN team

Summary: Takis’ Coachella activation had the potential to become more than an on-site experience by transforming it into culturally relevant, social-first content that could engage audiences far beyond the festival grounds.

My Approach: Repositioned the activation from a physical event into a real-time cultural moment by building a social-first content engine designed for TikTok, Instagram Reels, and influencer channels. Through creator-led storytelling, rapid content capture, and platform-native execution, the brand showed up in real time with content that matched the pace and energy of Coachella, extending the activation’s reach, relevance, and impact well beyond the event itself.

Results: Coachella content drove a significantly higher than average engagement rate of 3.9% with some content reaching into the 5%, almost 6% range. (platform averages 1-3%)