The event took place on the beach of the Grand Fiesta Americana Los Cabos. Madwell and Millwright worked closely with LDJ Productions to transform the beach and standard cabanas to put on a cohesive event from dinner, to exploring interactive experiences, and lastly to dancing the night away.
a quick before and after
The Glowup Pod
Party goers could get an extra layer of fab in our Glowup pod. The walls were filled with vibey visualizations of futuristic reflective material and various liquid-like textures playing on screen that were based on the various product materials. There we makeup artists on site that could create the special event makeup for attendees or there was option for visitors to touch up or do their own makeup.
The Teleportation Pod
Visitors are transported to places in the e.l.f.iverse in this futuristic photobooth. A simple kiosk would allow attendees to select which backdrop they wanted and then send results straight to their phone in the form of a still or gif image.
Images were concepted by our creative team and then created in collaboration with 3D artists and engineers.
Kiosk Screen designs
That's me behind the camera. Anytime you activate some major tech on a hot and sandy beach in Cabo, you're bound to have a few hiccups. Ask me about some key problem solving moments that had to happen throughout this event.
The Time & Space Pod
Through a mini interactive exhibit, attendees went through space and time across e.l.f.'s 20th year spectacular journey (so far). The exhibit featured key products and moments over e.l.f's history and across all key brands floating on display as if in zero gravity. Visitors were prompted on each screen to "play" and interact with the custom environment by using hardware based hand tracking and waving their hands to highlight key aspects of the product's benefits. This technology required tight collaboration between our creative team, our 3D artists and our experiential developer.
Planetary Papel Picados
As a takeaway from the weekend, attendees were able to choose from custom galactic designed papel picados with designs for each of the 5 e.l.f. brands. A papel picado is a traditional Mexican folk art in which intricate designs and patterns are cut into the paper, creating beautiful displays that are commonly used for celebrations. Our team designed the flags and then used a local artist to make each flag by hand.
It's a party, afterall.
In addition to the activations in the cabanas and palapas, the event was supported with additional interstellar decor, party favors, and entertainment.
For part of the entertainment Mariangela, an artist off the GRWM album, put on a concert and teased her single Fragíl.
Custom space crates were designed to hold fun galactic activities for an evening of dancing and partying: glow sticks, face paint, glow-in-the-dark nail polish, nail stickers, etc.
"Is It Cake?" Season 1 winner, Andrew Fuller, made a custom rocket cake to help e.l.f. celebrate their 20th anniversary
Rocket cake designs created by our team in collaboration with Andrew Fuller
MADWELL/MILLWRIGHT TEAM
ECD: Mau Galván
ACD: Jen Beck
Designers: Elena Anuciado, Anna Lindell, Audrey Landry
ACD, Experiential & Creative Tech Lead: Matt Fry
Experiential Developer: Alvaro Lacouture
Director of Technology: Mike Cargian
Senior Developer: Greg Rich
Producer: Kelly Loretta
Group Production Director: Julia Goldsmith
Head of Business: Keisy Bisono
Vice President: Brigid McEntee
Millwright, Managing Director: Bill Woods
Millwright, Lead Designer & Creative Producer: Kelsey Sellenraad
ECD: Mau Galván
ACD: Jen Beck
Designers: Elena Anuciado, Anna Lindell, Audrey Landry
ACD, Experiential & Creative Tech Lead: Matt Fry
Experiential Developer: Alvaro Lacouture
Director of Technology: Mike Cargian
Senior Developer: Greg Rich
Producer: Kelly Loretta
Group Production Director: Julia Goldsmith
Head of Business: Keisy Bisono
Vice President: Brigid McEntee
Millwright, Managing Director: Bill Woods
Millwright, Lead Designer & Creative Producer: Kelsey Sellenraad