POPSUGAR PLAYGROUND

creative DIRECTION

PopSugar’s first ever festival was designed to bring PopSugar’s mission to life for all kinds of women. To wrap the event, we create a positioning and mission for the event called “Play/Ground” - a moniker to embrace the “play” and “ground” sides of life as millennial women. This encompassed everything from wellness, fitness, shopping and beauty to career coaching, financial advice, live music and more, which came to life over the course of this successful weekend with over 10,000 attendees.

“Where no wish is too big and no goal too small. Indulgence and inspiration are two sides of one coin. Where we don’t have to do it all, but we can do what we want. This is the ultimate chance for us to celebrate, learn, grow, and remember to stay forever playful, and ever grounded.

We welcome all of you.”

Featured

Me & the manifesto establishing the mission for the event, which translated across the 2-day programming.

The mission translated into a retail space, including messaging and merchandising.

Brands activated at the event against the mission of "Playground", with a focus on learning & growth, or fun & indulgence.

Celebrities gave talks to help women enhance the "Play" and "Ground" sides of their personalities..

Fitness and wellness drove core programming, giving women a plethora of options at the event.