White Claw wanted to make a splash at Miami Art Basel. VCCP partnered to launch an activation that merged fashion and music into an epic integrated event during one of the hottest cultural moments of the year.
White Claw Shore Club Miami featured two signature experiences:
1. The launch of our Tom Bogo X White Claw can tab capsule collection
2. Mainstage musical performances by some of the hottest genera-bending artists
To highlight these dual experiences, we designed a dynamic visual identity system. Our logo featured a holographic stage that seamlessly transitioned between the fashion and music elements of the event. Our visual identity was brought to life across multiple touch points, from social media and event invitations to on-site signage and merchandise, creating a unified and immersive White Claw experience.
White Claw Shore Club Miami featured two signature experiences:
1. The launch of our Tom Bogo X White Claw can tab capsule collection
2. Mainstage musical performances by some of the hottest genera-bending artists
To highlight these dual experiences, we designed a dynamic visual identity system. Our logo featured a holographic stage that seamlessly transitioned between the fashion and music elements of the event. Our visual identity was brought to life across multiple touch points, from social media and event invitations to on-site signage and merchandise, creating a unified and immersive White Claw experience.
Emerging artists including Tombogo, Blk Odyssy, Farina, and Denzel Curry gained significant exposure, and 4,956 White Claw products were enjoyed by attendees. By the second act of our Mainstage performances, the venue was at full capacity, and the activation was bustling with energy.
The activation was a massive success and garnered significant press coverage including AdWeek and Highsnobiety. To cap off the successful weekend, we designed bespoke gift boxes for the White Claw executive team. Each box featured an exclusive Tombogo tee and a beautifully curated book documenting event highlights.
Agency: VCCP US. 2023
CCO: Jed Grossman
Group Creative Director: Gianmaria Schonlieb
Design Director: John Olson
Designer: Dana Johnson
Motion Designer: Max Cohen
Group Creative Director: Gianmaria Schonlieb
Design Director: John Olson
Designer: Dana Johnson
Motion Designer: Max Cohen