Procter & Gamble at Rock the Bells Festival — Multi-Brand Activation
Client:
P&G
Project:
Producer
Focus:
Experiential Production • Multi-Brand Integration • Live Event Management
Company:
Jack Morton
Snapshot
Type: Multi-brand festival footprint (40x40)
Event: LL COOL J’s Rock the Bells Festival, Queens, NY
Audience: 13,000+ attendees
Scope: Unite five P&G brands under one cohesive, culture-driven activation celebrating Black creativity and self-expression.
Outcome: Delivered a high-impact activation that elevated P&G’s cultural relevance while showcasing creative storytelling through music, beauty, and community.
The Brief
Design and deliver an engaging, multi-brand festival footprint that celebrates music, culture, and individuality — allowing each P&G brand to shine while maintaining a cohesive, premium experience that resonated with the Rock the Bells audience.
My Role
Developed integrated timelines and production trackers to align creative, fabrication, and vendor milestones.
Managed pre-event logistics, vendor coordination, and on-site execution from setup through strike.
Designed signage and environmental branding that balanced five unique visual identities.
Oversaw team assignments, load-in schedules, and run-of-show for event day operations.
Ensured brand activations met P&G quality and safety standards while delivering high engagement.
What I Built
Audio & Visual Design: Immersive soundscapes that blended with live festival energy.
Product Displays: Distinct yet cohesive zones featuring P&G product storytelling.
360° Photo Booth: Branded photo moment driving social sharing.
Gamified Experience: Interactive rap battle with crowd participation.
Premium Giveaways: Curated merch and seat-upgrade contests.
Complexity & Problem‑Solving
Tight Timeline: Fast-tracked creative approvals and signage production to deliver within a compressed pre-event window.
Multi-Brand Integration: Balanced five distinct identities through zoned layouts and unified creative storytelling.
Audio Overlap: Resolved interference from neighboring activations by implementing a “silent disco” solution — wireless headphones enabled clear, acapella-style rap battles, maintaining sound quality and guest engagement.
Process & Tooling
Built centralized trackers (milestones, vendor dependencies, and creative approvals).
Created production dashboards for real-time readiness and task ownership.
Used Asana + Google Sheets for cross-team collaboration and change tracking.
Drafted load-in diagrams and staffing matrices for operational clarity.
Artifacts
Master Timeline & Tracker: Milestones, vendors, and dependencies.
Layout & Zoning Map: Brand footprints and visitor flow.
Signage System Overview: Brand integration and color mapping.
Run-of-Show (ROS): Event day flow and team coordination.
