brand activation: coachella edition

photo credit: Kevin Wilson | @shooters.paradise

Attending Coachella is a dream for many music lovers around the world, but working at a brand event during the festival can be a whole new experience. I recently had the opportunity to work with Darc Sport for their Memento Mori event during Coachella and it was an experience that I will never forget. (Check out my IG recap)

From the moment I arrived at the event, the energy was electric. The event was set up like a mini festival, with various activations, installations, and a stage for various DJ sets and music performances including Austin Millz, Dubvision, SoSuperSam.

As soon as the doors opened, people flooded in and the madness began. The energy was high and the excitement was contagious. I was amazed by the diversity of the crowd and how passionate everyone was about the brand and its mission. Darc Sport is a fitness apparel brand that offers a range of clothing and accessories designed for athletes and fitness enthusiasts. Since its inception in 2017 they  have gained a following among bodybuilders, powerlifters, and other athletes who appreciate the brand's focus on performance, style, and durability.

As part of the events team, our main focus was to ensure that all VIP guests and attendees had an amazing experience. We were constantly busy, managing lines, answering questions, and keeping everything running smoothly. Despite the chaos, it was an incredibly rewarding experience. Seeing the smiles on people's faces and knowing that we were contributing to their overall experience at Coachella was priceless.

Overall, working this event allowed me to see a different side of the festival and witness firsthand how brands can enhance the overall experience for festival-goers outside of the festival itself. 

P.S. –  In case you’re wondering what Memento Mori is, like I was – It’s a Latin phrase that translates to "remember that you will die." It's a philosophical reflection on the transience of life, a reminder that our time on earth is limited, and that death is an inevitable part of the human experience. The concept of Memento Mori is not meant to be morbid or depressing, but rather a reminder to live life to the fullest and to focus on what truly matters. It's a call to action to make the most of our time on earth and to appreciate every moment.

Don’t say I didn’t teach you anything :)

xo,

Kennedi Fuller