CHRIS NEWKIRK • creative leader
M&Ms! Their characters and colors have somehow interwoven themselves into our lives. Which is why we brought each to life at SXSW 2018 by creating the M&M’S House of Sound & Color. We created colorful, instagrammable spaces and curated musical acts that accentuated the experience. More than just typical color rooms, each space manifested the unique personality of its M&M character. We wanted to make the familiarity of the brand feel even that much more familiar. It was exactly that, not to mention big, bold, loud and wildly successful. Of the millions of impressions registered, the ones that mattered most were those first impressions of the client when they walked into the space. And yes, I know, that’s a totally cheesy thing to say. Still.
creative direction: Chris Newkirk, Dillon Snyder creatives: James Best, Daniel Sumbang, Nate Custard, John Stadler partners: Culture Collide
We also captured the artists talking sound and color for the client to use as content. And we invented something we called “rick-shows” which featured some of our musical artists delivering intimate performances on the back of an eTuk—occasionally while carting eager fans and attendees to the house.