(P&G)
the challenge
Why was it critical to solve this issue now?
Mielle Organics was celebrating its 10th anniversary at EssenceFest 2022 — the world’s largest gathering of Black culture, with hundreds of thousands of attendees descending on New Orleans. With major brands competing for attention across the festival floor, a forgettable presence was not an option. The activation needed to do more than display product — it needed to create a world.
"LIFE IS FOR THE LIVING. DEATH IS FOR THE DEAD. LET LIFE BE LIKE MUSIC. AND DEATH A NOTE UNSAID."
Langston Hughes
What problem was the client facing?
Without a physical brand activation, Mielle Organics risked blending into the landscape of the festival. P&G needed a multi-feature experiential activation that could be designed, manufactured, and installed under a strict timeline, transporting an entire fabricated universe from Chicago to New Orleans while making a lasting cultural impression during the brand’s milestone anniversary.
(P&G)
our objective
Design and deliver a fully realized brand activation at EssenceFest 2022 that immerses attendees in the Mielle universe, captures documentary-style content across the full event experience, and establishes the activation as a landmark experience at one of the most attended cultural festivals in the world.
"NOT EVERYTHING THAT IS FACED CAN BE CHANGED, BUT NOTHING CAN BE CHANGED UNTIL IT IS FACED."
James Baldwin
Our Goals:
Design an experience
By bringing a universe to life that has its own worlds embedded, it ultimately results with memories that present themselves at every turn.
Capture the moment
Document the full process from beginning to end to truly showcase the scale of the activation. Multi-day shoot experiencing panelists, vendors, and much more.
Set a new standard
With an event like ESSENCE Festival of Culture, collaborators pull inspiration from vendors daily so we've made it a point to develop an activation that could not be reproduced.
(P&G)
our solution
The activation brought the Mielle-Verse to life through a custom-built multi-feature structure featuring large-format environmental graphics, neon installations, and experiential zones. The solution required precision coordination between design teams, fabricators, and installation crew across multiple days and cities.
"WE ARE EACH OTHER'S HARVEST; WE ARE EACH OTHER'S BUSINESS; WE ARE EACH OTHER'S MAGNITUDE AND BOND."
Gwendolyn Brooks
Approach Used:
Activation design, manufacturing & installation
With a foundation in carpentry and firm comprehension in design as communication, delivering this multi-feature activation of this scale presented itself as no easy feat but through intensive project management and collaboration, the Mielle Organics brand solidified itself as one of the premier experiences featured at Essence Festival of Culture.
Contract & manage crew
Crafting the necessary team to execute an idea of this scale requires only one company, Northern Decor Inc., and whenever there is an event of this proportion you can guarantee that they've influenced in multiple capacities.
Coordinate & collaboration with brands
In order to erect this activation from Chicago to New Orleans it takes transportation teams, build teams, and basic contractors. The proper leadership and delegation for a successful activation.
(P&G)
our process
Working from initial CAD concepts through final installation, the process unfolded in two major phases that demanded precision design thinking and execution under live-event conditions.
Design & Prototyping
CAD prototyping utilizing Blender was important to conceptualize and convey the idea to Mielle Organics.
Development & Installation
By manufacturing this entire activation it presents us a strategic advantage during installation. With only a small team of 8, understanding roles and responsibilities for this event proved to be pivotal for success.
"WHO TOLD YOU THAT YOUR SONG IS UNFIT? WHOSE PERMISSION DO YOU NEED TO SING?"
Abbey Lincoln
(P&G)
our
deliverables
"YOU CAN'T USE UP CREATIVITY. THE MORE YOU USE, THE MORE YOU HAVE."
Maya Angelou
Deliverables include the following:
| Deliverable | Purpose |
|---|---|
| Experiential Activation | Create an immersive branded customer experience |
| Custom Fabrication | Build durable, production-ready activation components |
| Environmental Graphics | Transform the space into a brand environment |
| Marketing Collateral | Support campaign messaging |
| Advertising Materials | Reinforce brand awareness |
| Logistics & Transportation | Deliver assets safely & promptly |
| Installation | Execute the final brand experience |
(P&G)
skills
& tools
Delivering an activation of this scale required a convergence of creative and logistical disciplines. From the early design sketches to the final structure rising in the convention center, every phase demanded both artistry and operational precision.
"IF YOU ARE EVER LUCKY ENOUGH TO FIND A WAY OF LIFE YOU LOVE, YOU HAVE TO FIND THE COURAGE TO LIVE IT."
Sidney Poitier
(P&G)
key results
Outcomes After Launch:
- Increase in social media followers and engagement
- Highest foot traffic activation
- +100% conversion rate
- New partnerships cultivated
"SEEDS OF FAITH ARE ALWAYS WITHIN US; SOMETIMES IT TAKES A CRISIS TO NOURISH AND ENCOURAGE THEIR GROWTH."
Susan L. Taylor
(P&G)
client testimonial
The Mielle-Verse activation at EssenceFest 2022 succeeded as both a brand moment and a cultural statement. By manufacturing and installing a first-of-its-kind experiential universe at one of the largest Black cultural festivals in the world, the activation positioned Mielle Organics as a premier experiential brand and demonstrated the power of intentional, large-scale design execution.
“What you all created here is unlike anything we’ve ever seen at this festival. You brought our brand to life in a way that felt completely authentic.”
Selena D.
Experiential Marketing Manager
Next Project
