Lowe’s Calle Ocho Music Festival 2024 Activation

About This Project

Genesco Sports Enterprises brought us on to create an engaging live art activation for their client, Lowe’s, at the 2024 Calle Ocho Music Festival, also known as Carnaval Miami. This iconic event, celebrated in the heart of Little Havana, draws thousands of attendees each year to experience vibrant music, food, and culture.

Our role included full creative direction and project management, covering everything from talent selection and management to comprehensive project oversight. We selected a Cuban artist who reflected the cultural dynamics of the event, and was able to engage effectively with attendees in a professional and positive manner.

By carefully managing logistics, coordinating with event stakeholders, and overseeing the artistic process, we ensured that the activation ran seamlessly. The result was a visually impactful experience that connected Lowe’s brand with the local community, enhancing their presence at one of Miami’s most celebrated cultural events.