Essence Festival 2025
Target
Role: Creative Director

In a year of polarizing political discourse, Essence Festival was an escape. A heartfelt reunion of community, and a hopeful slice of normalcy. This four month project journey challenged us to reflect, be painfully honest, be vunerable, and be surgically intentional.

Our goal was to show up for our community, make them feel seen and appreciated, and create a space that was both warm and familiar. We created a space that reminded people of home. A place filled with memories, loved ones, rituals and relics. Touchpoints inspired by the care of a mother-figure, the scents that bring you back to a joyful moment, and the songs that resonate across generations. Programming moments brought in talent that inspired, and empowered.

The result was not just seen through metrics, but felt throughout the weekend. Guests danced, hugged, and cried. And we exceeded all measurable statistics from all past Essence Fests.