The Heineken Green Room represented a dynamic collaboration between Heineken USA and Little Giant Creative, meticulously crafted to captivate the vibrant multicultural youth demographic in the bustling cities of Philadelphia and New York. Our straightforward mission was to curate an immersive concert experience featuring emerging artists, tailored to resonate with the predominantly youthful urban audience, all while seamlessly integrating the Heineken brand.

In my role as a strategist for this electrifying activation, I played a pivotal part in artist selection, contributed to the seamless execution of day-of productions, actively participated in events, and spearheaded the development of comprehensive social strategies for both pre and post-show engagement. Over the course of this endeavor, which included unforgettable performances by artists like Buddy, Cam’ron, Raekwon, Ari Lennox, Styles P, and more, we successfully connected with and enthralled over 1,500 concert-goers.