:Rooftop Sessions:
ROLE: Associate Creative Director
THE BRIEF BRIEF: Bring live music back to the NYC buroughs during Covid shutdowns.
2020 was a challenging year for numerous reasons. Amidst all the turmoil, brands and musicians explored various avenues to reintroduce live music to the public. Online concerts, socially distanced shows, and drive-in theater performances made valiant attempts, but the experience just didn't compare to the real thing. How could we recapture the vibrant energy of live music without cramming people into crowded venues?
In collaboration with Rolling Stone, Rooftop Sessions devised a solution, bringing live music to the windows of New Yorkers' apartments. Different bands performed on various rooftops across the boroughs of NYC, providing unexpected delight to people within the comfort of their homes. It's hard to believe now, but this initiative created an emotional and powerful moment for everyone involved. People danced and cheered from their windows, musicians shed tears of joy, and even our Group Creative Director couldn't hold back tears during a post-concert Zoom call.
On top of the in-person experience, this event was also shared heavily over social channels and broadcasted over social live chanels.
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