GREY GOOSE was faced with a challenge to launch GREY GOOSE Essences, its new line of low-calorie vodkas infused with real fruit and botanical essence and since alcohol brand launches are dubbed a celebratory affair, First Tube Media and Nike Communications were trusted with assembling a one-of-a-kind virtual music experience that would convey liveliness to the customers as COVID-19 is still present.
Partnering with multi-platinum recording artist SZA whom served as a creative consultant contributed her bold and expressive artistry to In Bloom where she performed her sophomore album. The virtual event was filmed at Wisdome, an immersive art and music dome park in Los Angeles and was streamed on both the brand and artist’s channels.
In Bloom: Imagined by SZA, the one-night-only performance personified the exceptional and jaunty taste of Essences along with First Tube Media and Nike Communication’s innovative technology that was brought to life with SZA’s music, a fruitful combination of the trio conceived a brilliant and successful launch event.
The victorious immersive event by First Tube Media managed to generate mass awareness and garnered excitement for the new line. It was also awarded with a Platinum Medal under the sub-category of Launch Event, under the Experiential and Immersive Category for the 2022 MUSE Creative Awards.