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Result

Shot majority of the stars as they hit the carpet, such as Sabrina Carpenter, Machine Gun Kelly, Kodak Black, Kim Petras, Meghan Trainor, Liza Koshy, Pink and more.

 

+1300% increase in engagement

+6% in sales during a seasonally down period

Background

Tezza partnered with the American Music Awards (AMAs) as their red carpet content partner. We created custom app features for the partnership; produced an activation on the red carpet; and secured content partnerships with iconic Tezza app users, Nessa Barrett and Maddie White, to broaden reach.

What I Did

Red Carpet Activation:

  • Oversaw design and build of the red carpet activation

Content Coordination:

  • Red carpet interviews by TikTok and Youtube sensation, Maddie White, to maximize viral potential 

  • Day-in-the-life series documenting Gen Z darling Nessa Barrett’s first AMAs

Partnership Project Management: 

  • Served as the point of contact between the AMAs team and Tezza team, managing timelines, logistics, and deliverables.

Campaign Creative:

  • 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

The activation was a content installation on the red carpet where we could capture video portraits of the stars. The installation featured an LED wall that played a glitch animation to coincide with the AMAs' creative direction, as well as custom infinity mirror floors.

Video portraits were edited using the glitch effect in the Tezza app, created for the partnership.

 

Stars like Sabrina Carpenter, Machine Gun Kelly, Kodak Black, Kim Petras, Meghan Trainor, Liza Koshy, 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

Maddie White

Tezza red carpet host

the activation

the app features

To lean into the the AMAs' glitchy design theme, 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.

Shauna Williams

Campaign Creative Direction:

Photography, Video & Talent:

the content

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