Absolut.Land at Coachella — Immersive Digital Experience
Client:
Absolut.Land | Coachella Digital Engagement Experience
Project:
Senior Project Manager / Producer
Focus:
Creative Production • Digital Experience • Tech-Driven Engagement
Company:
United Entertainment Group (UEG)
Snapshot
Type: Hybrid digital + physical activation
Platform: Custom-built metaverse experience launched during Coachella
Scope: Connected festival audiences and remote users through interactive, gamified brand engagement
Partners: Cross-agency collaboration between creative, development, and event production teams.
Outcome: Delivered Absolut.Land — an award-recognized activation that redefined brand presence at Coachella, engaging thousands of virtual attendees and expanding Absolut’s reach beyond the festival grounds.
The Brief
Extend Absolut’s Coachella partnership beyond the desert by creating an immersive digital world that mirrors the energy, inclusivity, and creativity of the festival — blending virtual exploration, social connection, and branded storytelling.
My Role
Directed the full project lifecycle from concept to launch, overseeing creative, technical, and production workflows across time zones.
Managed budgeting, timeline, and scope through phased development to balance innovation with execution.
Led client communication and creative alignment with Absolut’s global marketing and legal teams.
Ensured digital assets, avatars, and environmental design reflected Absolut’s tone, diversity, and brand values.
Coordinated launch readiness, QA cycles, and cross-platform functionality between real-world and virtual activations.
What I Built
Virtual World Design: Multi-zone environment inspired by Coachella’s energy and Absolut’s brand palette.
Interactive NPCs: Avatar guides offering cocktail recipes, brand trivia, and engagement prompts.
Linked Activations: Digital “vending machines” tied to real-world brand experiences.
Virtual Entertainment: A DJ booth and curated playlists integrating live Coachella music culture.
Custom Wearables: Digital fashion assets promoting personalization and shareability.
Complexity & Problem‑Solving
Tech Integration: Synchronized backend systems to connect digital actions to live festival experiences.
User Experience: Conducted iterative testing to refine navigation and reduce lag for thousands of simultaneous users.
Vendor Delays: Implemented agile sprint cycles to prioritize feature delivery amid development shifts.
Scope Control: Phased rollout approach prevented overruns and maintained creative integrity.
Process & Tooling
Utilized Asana and Google Workspace for global team tracking and milestone planning.
Established an asset approval matrix to align creative, development, and brand teams.
Built a QA dashboard for testing and launch readiness tracking.
Artifacts
Project Tracker / Timeline: Gantt or milestone view showing creative, production, and client checkpoints.
Cross-Team Workflow Map: A simple flow diagram showing collaboration between creative, dev, QA, and client — highlights your operations mindset.
Budget Snapshot: A scrubbed view of cost tracking or forecasting (percent complete, actuals vs. planned).
Launch Deck: Internal presentation outlining engagement metrics and feature highlights.
