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:
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Oversaw design and build of the red carpet activation
Content Coordination:
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Red carpet interviews by TikTok and Youtube sensation, Maddie White, to maximize viral potential
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Day-in-the-life series documenting Gen Z darling Nessa Barrett’s first AMAs
Partnership Project Management:
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Served as the point of contact between the AMAs team and Tezza team, managing timelines, logistics, and deliverables.
Campaign Creative:
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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
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




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