In 2023, Neutrogena made a bold statement at Coachella, their first major sponsorship at Coachella. It was a great opportunity to showcase the importance of skincare, and festival culture in an unforgettable brand experience. As one of the lead creatives on this project, I led the creative development of the Skin’s Vitals Experience and worked closely with the team and client to craft and design an activation that embodied sun protection, hydration, and effortless festival beauty—key essentials for attendees braving the desert heat. We created immersive and engaging environments that represented the skin barrier and the skin cell turnover.

Our goal was to seamlessly integrate Neutrogena’s skincare expertise into the festival experience, ensuring attendees could enjoy immersive, shareable moments while staying protected under the sun and learning about the science of skin protection that Neutrogena provides in a fun and engaging way.

The challenge was how do we educate our audience about their skin vitals in a music festival?

Through a combination of immersive interactive installations, on-the-go product sampling, and influencer-driven content, we built an activation that not only engaged festival-goers but also reinforced Neutrogena’s commitment to skincare innovation and self-expression. Whether through UV-protecting hydration stations, exclusive beauty touch-ups, or creative content opportunities, our experience ensured that Neutrogena remained top-of-mind for festival-goers looking to maintain glowing, healthy skin in the Coachella sun.