AGENCY

Momentum Worldwide - 2025

SKILLS

Experiential Strategy

SUMMARY

Every year, American Express invests in an on-site presence at the Coachella Music Festival. As one of music’s biggest tentpole moments, Coachella is a grand opportunity to demonstrate the benefits of Amex card membership to Gen Z and young Millennials. As the brand strategist, I interwove the concept of ‘glimmers’ into the experience’s creative wrapper and on-site activation touch points. ‘Glimmers’ is a TikTok-based phrase that denotes small, fleeting moments of happiness one enjoys throughout the day (the opposite of “triggers”). At Coachella, young festival goers are seeking to accumulate glimmers to make memories and escape the stresses of daily life with their friends.

Our experience thus provided “glimmers” via the service Amex is famous for: merchandise customizations and immersive photo booths.