Brief
Sony Music tapped our team to create campus activations that would cut through noise and drive youth engagement for two Grammy-winning artists, Miguel (for his War & Leisure album release) and Wyclef Jean. With less than a week’s lead time for each, we had to generate buzz from the ground up, design immersive environments, and deliver experiences that resonated with a student audience while reinforcing Sony’s broader brand presence.

Idea
Reimagine campus activations as more than quick promo stops. Build curated, culturally resonant events that paired intimate access with high-energy performances, designed specifically for Howard University, one of the most influential student communities in the country.

Role

• Co-producer and creative director, overseeing event concept, staging, run-of-show, and audience experience

• Secured buy-in from Sony executives and artist management, pitching Miguel’s activation as a unique strategy (not a standard promo stop)

• Designed event environments, branded collateral, and flow to align Sony’s campaign assets with a campus audience

• Negotiated logistics with Howard University administration, managed all production hires (AV, staging, crew), and coordinated directly with artist teams

Execution

• Miguel — War & Leisure: Produced an exclusive activation at Howard’s newly renovated student center featuring an acoustic set and meet-and-greet. Attendance reached ~200 students, with word-of-mouth and social buzz driving turnout in under a week. The event combined Sony campaign branding with a curated student experience that felt both intimate and premium.

• Wyclef Jean — Quad Performance: Transformed Howard’s iconic campus quad into a high-energy performance space for 200+ attendees. With no new album to anchor the event, the concept leaned into Wyclef’s legacy and charisma. Full production (stage, AV, crew) was managed end-to-end by our team, with Sony providing artist access and merch.

Impact

• Generated high student turnout (200+ at each activation) with under-one-week promotion, proving the team’s ability to build buzz rapidly through word-of-mouth and social campaigns

• Strengthened Sony’s brand visibility with a key youth market, positioning the label as tapped into culturally resonant campus experiences

• Delivered tangible audience engagement: Miguel’s activation drove strong social media traction on Howard’s and Sony’s channels, while Wyclef’s performance produced audience-generated content that extended reach beyond campus

• Built trust with Sony: success of the Miguel activation led the label to directly approach our team for Wyclef, cementing an ongoing partnership