Brief
Field Day’s second year brought an unusual challenge: introduce Topo Chico into the Kennedy Center, a legacy institution known for tightly controlling corporate presence. The ask wasn’t just visibility; it was to make a brand feel at home in a cultural space that rarely opens its doors to sponsorships.

Idea
Create a brand integration that blurred the line between festival and partnership. Topo Chico wouldn’t sit on banners; it would be in green rooms, in sack races on the lawn, and in the hands of artists and community members, part of the celebration, not pasted on top.

Role

• Developed treatments, moodboards, and visual guidelines to merge Topo Chico’s brand with Field Day’s identity

• Directed hero video and social cutdowns, shaping tone, placement, and visual narrative

• Negotiated buy-in from Kennedy Center leadership for a first-of-its-kind corporate activation

• Soft-launched with artists and staff to build trust and defuse skepticism before festival day

Execution
The campaign placed Topo Chico bottles across backstage, artist spaces, and audience experiences, then captured that integration on film. The final content was loose, real, and celebratory, designed to feel like DC’s creative community, not a corporate ad.

Impact

• Festival drew 3,000+ attendees, giving Topo Chico organic visibility in a hard-to-access cultural hub

• Expanded the brand’s cultural footprint in DC, building credibility with a young creative audience

• Strengthened partnership between Topo Chico, Field Day, and the Kennedy Center, establishing a model for authentic brand integration in institutional spaces