The Mill Summer Party
Role: Lead Event Planner, Head of Marketing
After a two-year hiatus caused by the COVID-19 pandemic, The Mill aimed to revive their highly anticipated annual fringe event during the Association of Independent Commercial Producers (AICP) week, which had attracted a large audience in the past.
Brief
The team sought to both bring the advertising community together during a week celebrating creativity and have attendees engage in the creative tech powering the latest ads.
We set up three activations for attendees to interact with and explore. The first was a photo booth decked out with a wall of greenery and a neon sign donning The Mill’s “We Create the Extraordinary” slogan. The second interactive experience featured the out-of-this-world technology our Experience team harnessed for our recent collaboration with Showtime on their new series ‘The Man Who Fell to Earth’. Guests were ushered into our 4K screening suite and were given an opportunity to utilize hand gestures detected by a motion sensor to control the experience. Finally, we transformed a suite into an exclusive 80s arcade-inspired speakeasy. The highlight of this secret room? Violet – a fully-interactive virtual streamer and indie game developer based in NYC. To tie it all together, the speakeasy offered a bespoke Violet-inspired cocktail for those who were granted access.
Approach
Results
The event was attended by over 500 attendees while 30+ visual pieces of social content was posted across platforms.
