PATRÓN Tequila present The Green Room
PATRÓN Tequila present The Green Room
CHALLENGE
Rolling Stone and Patrón set out to create an immersive Green Room experience during Austin’s biggest music weekend that felt intimate, culturally credible, and not like a traditional brand activation. The goal was to bring fans closer to artists like Dasha through live performance, storytelling, and curated brand moments, all while seamlessly integrating Patrón into the experience in a way that felt natural and editorially aligned.
As Senior Creative and Project Lead, I led the development and execution of the activation from end to end. I oversaw logistics, vendor relations, and on-site production while also managing talent booking and coordination. Acting as the bridge between brand, editorial, and production teams, I ensured the experience ran smoothly in real time while directing content capture across interviews and social moments.
MY ROLE
PROOF OF WORK
RESULTS
The activation delivered a high-impact, intimate fan experience that blended live performance with thoughtful brand integration. It generated a range of editorial and social content, extended the life of the event beyond the moment, and reinforced Patrón’s presence within music culture—while maintaining Rolling Stone’s editorial integrity.