Grey Goose "In Bloom" 2.0 featuring Kehlani
A breakthrough hybrid experience merging live performance with real-time mixed reality.
My Role
Creative Director
Conceived the creative concept and wrote the script for the mixed reality experience, aligning with Grey Goose’s brand strategy
Directed the show open and full broadcast package for the Kehlani concert broadcast live on YouTube
Directed and developed all screen content, pairing Kehlani’s lyrics with the Grey Goose Essences brand guide for cohesive storytelling
LED choreography and design of PIXMOB wristband effects to amplify the live crowd experience
Directed the full social campaign surrounding the event for Gey Goose and Kehlani
Post-show, directed an augmented reality activation using 8th Wall that allowed users to experience the Grey Goose flock flying out of their screens into their physical environment
Mixed Reality Broadcast
With only 3 weeks before showtime, we developed and launched a groundbreaking mixed reality (MR) experience—one of the first ever produced outdoors at night during a concert setting. Using Unreal Engine and Pixotope, we brought the iconic Grey Goose flock to life, flying above the live audience in real-time, integrated into handheld and robo-camera footage using Stype Red Spy tracking.
This had never been done before in an open-air environment under these lighting conditions. Our creative direction called for vibrant illumination, particles inspired by the essence flavors, and a sense of wonder and surprise that echoed the product's sensorial themes.
Screens Content
Just two weeks before the event, Kehlani’s team informed us that her tour visuals wouldn’t be ready. I stepped in and brought on See You Later to bring my vision to life. I concepted the full 45-minute visual experience, aligning Kehlani’s lyrics with the Grey Goose Essences brand identity developed by MullenLowe, to create a cohesive and emotionally resonant narrative across the show.
See You Later executed the motion design and animation using Cinema 4D and After Effects, delivering content tailored to the partially transparent LED stage wall. Our visual approach emphasized negative space and alpha transparency to integrate seamlessly with the open-air backdrop, including the Brooklyn Bridge skyline.
To create visual harmony across the entire performance environment, I also directed the lighting color palette, ensuring that the onstage lighting complemented the screen content and enhanced the tone and energy of each moment. Using Disguise D3, we delivered responsive, real-time playback and made on-the-fly adjustments on set, ensuring the visuals supported both the artist and the brand in every frame.
Results
107.3M+ impressions across digital platforms
63.5M+ views, including 10.5M live viewers
583K+ Total watch time
197K Peak concurrent views
71 Organic press placements
59.7M Reach
Mixed Reality experience executed in under 3 weeks, an industry first for nighttime open-air concerts
Full 45 min custom screen content package created in under 2 weeks
Augmented Reality post-show activation launched via 8th Wall
‘22 Muse Creative Winner
Key Collaborators
Lead Production Partner
First Tube – Full event production, creative development, and execution
Brian Davidson – VP, Creative Services
Production Management
1826 – On-site production management and logistics
Mixed Reality & Live AR
Silverspoon – Mixed reality execution (Real-Time Animation and Virtual Production)
Pixotope – Real-time AR compositing
Stype – Red Spy camera tracking system
Visuals & Technical Execution
See You Later – Screen content production, lighting design, and lighting programming
Fuse Technical Group – Disguise D3 servers and playback
Disguise – Real-time visual control
Pixmob – LED wristbands for synchronized audience interaction