Amex: Coachella

At Coachella 2024, American Express invited Zillennials to step into alternate realities where the unreal became a catalyst for real-world connection and self-expression.

As Design Director, I led the transformation of the festival footprint into a series of immersive, reality-bending environments. Guests entered through transportive portals into a surreal desert-scape, explored small business-driven retail stalls, engaged with hospitality activations in a hyper-stylized kitchen, reset in a calming blue sensory room, and experienced bespoke festival fortune card readings in partnership with Renee Rapp.

For the first time that year, we introduced a to-go window, where Card Members could purchase mystery merchandise boxes in collaboration with festival headliners. We also created a small footprint on the Coachella campgrounds, welcoming camping Card Members with a space to freshen up, get hair and makeup services, and prepare for the festival day ahead.

Every activation was designed to push beyond expectations, creating moments where everything around attendees challenged perception while staying anchored to American Express’ key brand pillars. The result was a fully immersive, playful, and memorable festival journey that invited guests to live, play, and discover themselves in a delulu reality.

Role: Design Director