St. Lucia

Client

Sol de Janeiro

Industry

CPG

Strategy, art direction, and trip planning I developed for Sol de Janeiro's dedicated influencer trip to St. Lucia.

Overview

In January of 2024, Table Rock took six of its top-performing female content creators to the lovely island of St. Lucia to immerse themselves in all things Sol de Janeiro. The main goal for the trip was two-fold: (1) use the large followings from the select creators to showcase the best Sol themed tropical getaway on their YT channels, and (2) create seasonal marketing content from video and photos taken from the trip. I led experiential concepting, designs, and final execution for the physical space and experiences for the trip.

Client

Sol de Janeiro

Year

2024

Service

Brand Activation

Art Direction

Strategy

Duration

3 Months

Video Recap

The Challenge

Since St. Lucia is a small island deep in the Carribean, we had to be strategic with the types of signage, decor, gifting, and product we could bring with us to the destination. In addition, we needed to have every curated experience approved by Sol's marketing team beforehand to make the environment feel on brand.

The Solution

Using property images of the estate we would be staying in, I mocked up decorations, signage, and florals for every room and space on the property. Additionally, I curated food and drink menus inspired by Sol's brazilian product ingredients, designed custom gifting and product themed inflatables, and assited planning activities and scheduling.

The Result

A mesmerizing experience our influencers will never forget, and a successful activation for Sol with the trip garnering 16 million impressions, 50 polished photo assets for multi-use marketing, and 10 social media optimized video reels.