FIFTH HOUR THOUGHTS
CLIENT - Sony Audio & Home Electronics
DATE - December 3-4, 2024
PROJECT - Olivia Rodrigo x LinkBuds Event
ROLE - Senior Creative Strategist at SHADOW
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THE ASK -
Design an exclusive event celebrating Sony’s collaboration with GRAMMY®-winning singer-songwriter Olivia Rodrigo, while extending the broader MTA-inspired LinkBuds campaign into an immersive IRL experience.
THE IDEA - THE SONY UNDERGROUND WITH OLIVIA RODRIGO
We brought together the energy of underground music culture and New York’s subway system, transforming an abandoned subway platform into an invite-only experience where guests could meet Olivia Rodrigo and experience her music through Sony LinkBuds.
THE EXECUTION -
The Sony Underground with Olivia Rodrigo transformed the abandoned wing of Bowery Station on New York’s Lower East Side into a two-day immersive experience for media, influencers, and fans.
The venue spanned two levels:
Upper Level: A nostalgic NYC newsstand, merch booth, and an “obsessed” mosaic photo moment gave guests opportunities to explore, capture, and share their experience.
Lower Level:A multisensory underground environment came to life through video projections across the tracks, a DJ, live violinist, portrait artists, and five custom-designed train cars—each offering a unique interactive experience. An Amazon Music Listening Car gave guests the opportunity to engage with Olivia’s music through Sony LinkBuds.
PRESS -
Hypebeast, BizBash
THE RESULTS -
9.5M Impressions
345 Guests