COMCAST // TAYLOR SWIFT 1989 TOUR
1989 Tour
It is undeniable that the best memory making opportunities for a brand is when an experience is seamlessly aligned to the passions of their consumers. And when we talk about passion, there are few who are more enthusiastic than the Swifties.
In an effort to appeal to an emerging consumer base, Comcast Xfinity took on the lead sponsor position for Taylor Swift’s 1989 Tour. While this sponsorship included a full suite of assets ranging from cobranding to exclusive content, my team’s focus was on developing the VIP backstage meet and greet environment and the pre-concert concourse experience.
01
Loft 89
A lucky few had their dreams come true with the backstage VIP experience “Loft 89”. Loft 89 was inspired by Taylor Swifts own New York City apartment that fans had become deeply familiar with through Swift’s social media. Loft 89 included artifacts that every super fan would recognize from previous tours or photoshoots, as well as additional photo opportunities, activities and eventually a meet and greet with Taylor Swift and her stage team
02
Concourse Activation
The concourse experience included many engagements that connected to the excitement of the event and was authentically delivered by Xfinity. Leveraging the technologies like the voice remote and the expansive library on the Xfinity platform, fans could browse through never-before-seen content of their favorite celebrity. The Magic Mirror and Photo Booth engagements both provided fans with the perfect concert keepsake and they were surprised by digital Taylor Swift cameos.
The Result
525 fans visited each concourse activation
12k photos taken at the Photo Booth
13k photos were printed to display at home
9k photos were downloaded and shared to social
there is more where that came from
Take a peek below for even more unforgettable work.
-
![]()
No No Yeah Okay
A little story about how I started an electronic band with no previous musical experience and somehow got signed, played major festivals and a halftime show for the Bucks vs Lakers…
-
![]()
Music Videos
The Full Production Process: Concept. Write. Direct. Edit. VFX. “I will literally die if I hear this song one more time.” Repeat.
-
![]()
The Lab
The basement storage of my portfolio. Where I stow away things that are cool, that I don’t want to lose. Like a college apartment beer fridge / side table that doesn’t fit the vibe of the current house… Anyway, you’ll see.
-
![]()
Rakuten House
The Rakuten NBA All-Star Weekend pop-up hosted unforgettable experiences that drew crowds both in Chicago and on social.
-
![]()
Abbott CES Keynote
Delivering human-centered stories about the convergence of health and technology with the first ever healthcare keynote on the world’s biggest technology stage.
-
![]()
Canni Hemp Co
Building the first cannabis brick and mortar retail experience in Wisconsin started with building a brand that celebrates the community we share.
-
![]()
WRLDBLDR
A World Creation Engine that discovers new and unique fragments of our universe one simulation at a time.
-
![]()
VISA Rio
Winning gold in the Olympic-sized challenge of driving Visa transactions, and raising brand and sponsorship awareness at the Rio 2016 Olympic Games.
-
![]()
Taylor Swift 1989 Tour
Creating the most unforgettable experience for the most passionate fans of a larger-than-life superstar. No pressure.
