Pernod Ricard aimed to enter the metaverse, generate significant earned media, and increase liquor sales during Coachella. The goal was to craft an immersive experience elevating Absolut's cultural relevance both in-person and virtually.
The metaverse was oversaturated with superficial brand activations, leading to audience skepticism. Pernod Ricard needed to break through the noise authentically and collaborate with tastemakers to resonate with the audience.
Created Absolutland, a hybrid experience at Coachella and in Decentraland. The physical tent featured themed spaces, while the virtual experience mirrored the activation with immersive elements like anti-gravity dances and virtual bartending challenges.
260,000 visitors to the Absolut Coachella tent and 30,000 virtual visits in Decentraland across two festival weekends, setting a high for branded experiences.
1.5+ billion earned media impressions over six days and 108+ million social media impressions with 12% follower growth.
$450,000+ in sales during the two festival weekends (1.5x more than 2019) and 4,000+ orders on Drizly across 36 states.
Jägermeister partnered with Treble to create Treble Tuesdays, a weekly event series that fostered community engagement, elevated the brand's presence in music culture, and cultivated authentic relationships with emerging artists.
When the pandemic hit, the live music industry shut down, leaving musicians without income streams and community. The challenge was to continue supporting artists financially and keep the community connected during isolation. "Save The Night" was created, kicking off with a virtual version of Treble Tuesdays, aiming to keep artists performing, connecting, and earning through Instagram Live.
Provide financial support to musicians during the pandemic.
Maintain and strengthen the music community during isolation.
Create a platform for artists to perform and engage with audiences online.
Pivoted to monthly interactive concerts on Instagram Live, inviting musicians globally to post live performances from their bedrooms and tag Jägermeister using the campaign hashtag.
Most engaging entries were awarded opening slots for virtual concerts headlined by buzzworthy artists, providing exposure and financial support.
Connected a fragmented community, creating new pathways for emerging artists to expose their work to larger audiences and interact with fans worldwide.
As the lead strategist, I was soley responsible for developing and pitching this concept to the client. I also oversaw every aspect of the Save The Night campaign, from talent curation and content marketing to community engagement and live production. My role encompassed artist recruitment, interactive content strategy, community promotion, and virtual concert logistics. We identified emerging talent while securing high-profile headliners, designed a seamless Instagram campaign for artist participation, collaborated with influencers for promotion, and managed virtual concert production to maximize audience interaction.
Identified emerging talent and secured high-profile headliners.
Designed an Instagram campaign for artist participation.
Collaborated with influencers for promotion.
Managed virtual concert logistics and audience interaction.
25K+ viewers tuned into each Instagram Live show, driving high levels of interaction.
250+ artists commissioned for sync projects through their participation.
1M+ earned media impressions through organic social shares by artists and fans.
Created a sense of community during isolation, enabling musicians to network, collaborate, and connect with new audiences virtually.
As a pre-funding, beta-stage music networking startup, Treble aimed to make an impact at SXSW, the largest annual gathering of musicians, creators, and artists. The goal was to establish Treble as a cool, indispensable brand for artists, build relationships with top creators, and carve out a space within the crowded, competitive environment of SXSW.
Establish Treble as an emerging leader in music networking.
Build connections with top creators for platform recruitment.
Create a unique, high-impact presence that resonates with artists.
We conceived The Treble House, an "Olympic Village for Artists" where musicians could stay, create, collaborate, and connect. In the first year, we transformed Indras Awarehouse into a musician's hub, housing 35 promising performers and their collaborators. The Treble House functioned as an IRL extension of our app, complete with an in-house recording studio powered by JBL.
Hosted panels and recorded live sessions with resident artists to build community and offer exposure.
Featured both residents and local Austin artists, earning the reputation as "the official unofficial show at SXSW".
Encouraged residents to bring fellow artists back to The Treble House, funneling hundreds of additional artists into our activation each night.
Transformed Indras Awarehouse into The Treble House, housing 35 performers and collaborators.
Scaled up with support from Jägermeister's global budget and additional sponsorships from Coca-Cola and Creem Magazine. Residents performed at showcases across multiple brands.
Evolved into Treble Village, a row of three houses sponsored by different partners, hosting 50 creators. Became home to one of SXSW's main featured shows with brand integrations from Jägermeister, Amuse, and Splice.
Addressed a major pain point for artists, offering accommodation and a place to engage with their community meaningfully.
Established Treble as a cool, artist-first brand within a competitive festival environment, aligning authentically with our core audience.
Featured coverage from Vice and Milk XYZ, cementing Treble's position as an influential force at SXSW.
Success led to long-term partnerships with Jägermeister, Amuse, and Splice, setting a foundation for growth and recurring activations.
Treble Village at SXSW was more than just a pop-up or activation—it was a strategic move that addressed a real need within the music community. By creatively solving the housing challenge and providing a collaborative, community-driven space, Treble established itself as a vital resource and cultural hub for artists. This initiative showcases Treble's commitment to fostering creativity, connection, and growth within the music scene, ultimately positioning Treble as a trusted brand dedicated to empowering artists.
Provided much-needed accommodation for artists during SXSW.
Created a space for artists to connect, create, and network.
Fostered growth and opportunities for emerging talent.
Strengthened the music community through shared experiences.
The Female Quotient (FQ), a global organization committed to advancing gender equality, sought to expand into the metaverse to extend their mission, establish expertise in Web3, and position themselves as thought leaders. Banquet was brought in to translate FQ's vision into an authentic virtual experience that would engage the metaverse community while cementing FQ's role as a pioneer in digital inclusivity.
Advance FQ's mission in the virtual space.
Establish FQ as thought leaders in the metaverse.
Foster connections with influential voices in the digital community.
Curated programming for major events like Davos Decentralized, offering panels, discussions, and networking sessions.
Displayed advice from 20 influential female thought leaders on virtual posters throughout FQ's headquarters.
Projected portraits and quotes from female community influencers onto billboards in Times Square during NFT NYC.
Co-produced exclusive virtual sessions featuring female Web3 experts sharing insights with influential women in marketing.
The Female Quotient's metaverse headquarters became a powerful platform for advancing gender equality in Web3. By creating authentic, high-value experiences—such as virtual Equality Lounge events, impactful campaigns with women in Web3, and strategic partnerships—FQ was able to establish itself as a thought leader in digital inclusivity, foster lasting connections, and leverage this position to secure prominent campaign work. This initiative highlights how purpose-driven organizations can lead and shape new spaces, using the metaverse to build a meaningful and impactful presence that resonates both online and offline.
Hosted Equality Lounge events in the metaverse, extending FQ's reach.
Created impactful campaigns spotlighting women in the Web3 space.
Formed alliances with key players in the metaverse and Web3 industries.
Established FQ as a leading voice in digital inclusivity and gender equality.
To further position FQ as a Web3 thought leader, I secured strategic partnerships and helped FQ become Decentraland's official Equality Partner. This collaboration validated FQ's presence in the metaverse and allowed them to solidify relationships with key figures in the Web3 space, enhancing their credibility. With this newfound positioning, FQ successfully attracted major clients, including Deloitte, who sought out FQ's expertise for campaign work and community-focused initiatives in the digital realm.
Became Decentraland's official Equality Partner, validating FQ's metaverse presence.
Solidified connections with key figures in the Web3 space, enhancing credibility.
Attracted major clients like Deloitte for campaign work and community initiatives.
Positioned FQ as a pioneering force in Web3, enabling them to secure high-profile campaign work from global brands like Deloitte.
Became the official Equality Partner of Decentraland, reinforcing FQ's commitment to equality and providing a significant platform to amplify their mission.
Attracted thousands of visitors, received extensive media coverage, and generated global conversations about equality and inclusivity in Web3.
Fostered connections with Web3 thought leaders and spotlighted influential women in digital spaces, building a trusted network that resonated with FQ's core values.
Throughout these case studies, several key principles of creative strategy emerge. These include authentic community engagement, innovative use of technology, strategic partnerships, and a focus on solving real problems for the target audience. By consistently applying these principles, we were able to create impactful campaigns that resonated with audiences, drove measurable results, and positioned brands as leaders in their respective spaces.
Building genuine connections with communities.
Leveraging cutting-edge tech for unique experiences.
Collaborating with key players to amplify impact.
Addressing real needs of the target audience.
Feel free to reach out! mttbond@gmail.com / 9739432230
Welcome to my portfolio, showcasing my experience as an award winning creative strategist, entrepreneur, and creator marketing expert. I've founded two tech companies and led campaigns for global brands, giving me a unique perspective on culture, community, and innovation. This portfolio highlights some of my case studies, achievements, and expertise in crafting immersive experiences that boost brand relevance and drive measurable results.