Unlocking Romance Camila Cabello
Unlocking Romance was a multi location immersive experience and pop-up shop that let fans unlock and discover the stories, motivations and merchandise for Camila’s new album and even take part in our crowdsourced, live-streamed Q&A with the artist herself.
Pop-Up Shop
Inspired by Camila’s album art, this artistic gold take on Versailles concept space helped fans escape into a multi-sensory experience where they listened to Camila's new album, discovered the meaning behind the music and uncovered exclusive merch. Later that day 50 VerizonUp members got an Exclusive Yahoo! And Twitter livestream Q&A with Camila where she answered all of her fans' questions about love. Following the Q&A, Camila had a meet and greet with the 50 lucky fans.
We surprised 20 lucky VerizonUp members with tickets to iHeartRadio’s Camila Cabello performance at Jingle Ball that night and a surprise meet & greet with Camila.
The pop-up shop gave fans access to official tour merchandise available before the show. Verizon Up members got access to exclusive pieces others could not purchase. Through-out the pop-up shop there was built-in photo moments and interactive memorabilia.
Ice Cream Truck
”Romance never tasted so sweet.” Part of the pop-up shop footprint extended out in front of the shop on the street to attract attention and encourage social media sharing.
The truck played music from the new album and incorporated Camila inspired elements across various touch points like a customized ice cream menu with items inspired by Camila’s songs and customized packaging.
Pop-Up Extension
Interactive Installation at Jingle Ball (The Forum)
Camila performed that night at iHeartRadio’s Jingle Ball. The pop-up activation on site at The Forum included an interactive installation inspired by Camilla’s song lyrics.
We’ll also surprised 20 lucky VerizonUp members at this Pop-up with tickets to iHeartRadio’s Camila Cabello performance at Jingle Ball that night and a surprise meet & greet with Camila.
Role
Creative Direction
Concept & Design Lead
Project Type
Experiential
Retail Pop-up
Live Event
Employer
Verizon CMG
Photographer
Joe Atlas
Tom Bonner
Chian Boon
Lei Deng
Alex Lawrence
Partners
Camila Cabello
Momentum