Expanding the “Stay Focused” campaign into an IRL experience. The SXSW C4 Smart Energy V.I.P. Experience reintroduced the brand to a broader audience—professional, creative, and athletic Gen-Z and Millennials. The event gave each visitor a chance to express themselves creatively by designing their own merch, sample product, take photos and vibe to the live DJ sets. Creative included digital invitations, email, physical displays and set design, motion graphics, social ads, retail and influencer partnerships.