Project Title
Hip Hop Til Infinity: Los Angeles Immersive Experience
Client
Mass Appeal (in celebration of Hip Hop's 50th Anniversary)
Role
Content Designer & Producer (Concept Generation, Creative Direction, Production Oversight)
Duration
January – April, 2023 | 4-month run (extended)
Challenge
Mass Appeal sought to elevate their "Hip Hop Til Infinity" immersive experience for its Los Angeles debut following a shorter, less impactful run in New York. The previous iteration faced challenges with revenue, mixed reviews, and content delivery issues from the original vendor. The goal for LA was to create a more engaging, culturally resonant, and profitable celebration of Hip Hop's 50th anniversary, particularly highlighting West Coast culture.
Approach & Creative Vision
As Content Designer and Producer, I was entrusted as a key collaborator with reimagining and executing the immersive journey across the 80,000 sq ft, 6-zone installation, including a dedicated retail space. My role spanned:
• Creative Adaptation & Enhancement: Led a team of designers and technicians to adapt and significantly improve the existing 360-video show. This involved redesigning layouts, creating a new, impactful introduction element for the main immersive show, and introducing entirely new installations tailored for the LA audience. The VP of Creative Strategy noted that my redesigned sections were a "full letter grade improvement" over the originals.
• Conceptualization & Spatial Design: Collaborated directly with the Mass Appeal CEO and VP of Creative Strategy on the initial installation layout, developing cost-effective concepts that optimized flow and impact. This included pitching and fully designing the graphics for a dedicated tribute room to LA photographer Estevan Oriol, working directly with the artist on room layout and installation logistics.
• Interactive Innovation: Conceived and championed an interactive sound mixer concept for the Snoop Dogg "Doggy Den," produced in partnership with Snoop Dogg. This innovative station allowed attendees to create their own mixes of four classic Snoop tracks, significantly boosting engagement and celebrating the anniversary of his first solo album.
• Brand Alignment: Maintained rigorous communication with Mass Appeal executives to ensure all creative output authentically aligned with the Hip Hop Til Infinity brand and the broader Hip Hop 50th anniversary celebration.
Production Oversight & Problem Solving
I managed critical production aspects, coordinating cross-functional teams, integrating venue-side technicians with the Mass Appeal production team, and ensuring the creative vision was flawlessly executed. This involved navigating several complex challenges:
• Data & Content Adaptation: Overcame significant hurdles due to the prior vendor's failure to provide content data according to contractual terms, which compressed our schedule and budget. My team devised creative solutions to utilize previous renders efficiently, streamlining the process and reducing rendering times.
• Content Licensing Remediation: Collaborated closely with the client to eliminate unlicensed content that had inadvertently made its way into the initial NYC show – an issue disclosed late in the content creation phase.
• Unforeseen Render Challenges: Addressed undisclosed render issues from the previous vendor by implementing creative and careful design fixes to create highly efficient rendering methods.
• Budget Optimization: Developed an innovative revenue-share plan based on ticket sales to cover overage costs, effectively minimizing direct client budget impacts until the show's success was guaranteed.
Results & Impact
My strategic creative direction and hands-on production leadership transformed the Hip Hop Til Infinity experience, achieving exceptional results:
• Extended Run & Increased Attendance: The Los Angeles exhibit enjoyed a significantly longer and more successful run (4 months, extended from its initial planned close) compared to the 1-month run in New York. Average ticket sales were substantially higher.
• Elevated Audience Satisfaction: Reviews for the LA show dramatically improved, averaging 4.6 on Fever and 4.8 on Google, a marked increase from the 4.0 average for the NYC show on Ticketmaster.
• Strong Revenue Generation: Gift shop sales soared, with an impressive average of over $60 per customer.
• Significant Media Coverage: Secured extensive media attention, including features in Billboard, FLOOD Magazine, LA Magazine, and prime-time TV segments on Good Day LA and KTLA.
• Client Endorsement & Future Collaboration: Mass Appeal demonstrated their satisfaction by hiring me for additional content creation for special events (e.g., a Grammy party) and is currently in talks to collaborate on a new experience in a different city.
