Result
Shot majority of the stars as they hit the carpet, such as Machine Gun Kelly, Sabrina Carpenter, Kodak Black, Kim Petras, Meghan Trainor, Gayle, Pink and more.
+710% reach
+1130% engagement
Background
Tezza partnered with the American Music Awards (AMAs) as their red carpet content partner. We created custom co-branded app features (preset, effect, and template pack) for the partnership; produced an activation on the red carpet; and secured content partnerships with Nessa Barrett and Maddie White to broaden reach.
What I Did
Red Carpet Activation:
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I oversaw design and build of the red carpet activation (see below for details).
Content:
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To maximize viral potential, I oversaw red carpet interviews conducted by TikTok and Youtube sensation, Maddie White.
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Helped manage partnership with Nessa Barrett documenting her first AMAs.
Other:
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Served as the point of contact between the AMAs team and Tezza team, managing timelines, logistics, and deliverables.
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Wrote all copy and designed all marketing materials.
Tezza X American Music Awards
Client
Tezza (in-house)
Type of Client
Tech (Mobile App), Lifestyle, Fashion, Media
Project Type
Partnership, Activation, Campaign
My Role
Creative Director, Producer, Marketing Director
We built a content station on the red carpet, optimized for video content capture. It featured an LED wall that played a glitch animation (which coincided with the AMAs' creative direction), as well as custom infinity mirror floors.
Videos captured were edited using the glitch effect in the Tezza app, created for the partnership.
Stars like Machine Gun Kelly, Sabrina Carpenter, Kodak Black, Kim Petras, Meghan Trainor, Gayle, Pink and more stopped by.
The content was shared to AMAs' social channels, and was also provided to talent for their personal use.
Fabricator & Videographer
Aaron Grimes, Grimes Brothers
Nessa Barrett
"Day in the life" content partner, documenting her first AMAs
To lean into the glitchy design theme in the AMAs' brand guidelines, we built a custom glitch effect in the Tezza app, which edits videos into a spliced up glitchy video in one tap. There was also a custom preset and template pack. All creative in the partnership was edited in these features.
I concepted the launch video, and founder Tezza Barton art directed and shot it.
