ESSENCE Virtual Marketplace

The Challenge

Extend the ESSENCE Festival of Culture brand to a digital shopping and activity experience that runs in tandem with the live festival in New Orleans. Create a digital storefront for more than two dozen Black-owned businesses, and add a virtual component to circle back to festival sponsors, adding value to the sponsorships.

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AR Interface

AR Interface

The Strategic Solution

Using the latest gaming software and technology, Mark Stephen designed and produced a 3-D video game-style, UI/UX virtual world where guests could explore a stylized version of a New Orleans waterfront district of shops and experiences. The 27 Black-owned businesses received virtual shops, leading to their websites. For the four major sponsors, we developed fully designed digital experiences for Coca-Cola, Ford, Target, AT&T that led to online shopping and product information. Other sponsors were highlighted on rotating electronic billboards throughout the virtual shopping district.

Three different AR filters added creative social media options to the custom ESSENCE-branded virtual photo booth. Video feeds linked back to the IRL event. Additionally, the site's music was provided by Coke Studio and offered a downloadable playlist.

ESSENCE'S Virtual Experience illustrated how guests can be informed, entertained, and even shop directly in the digital world, remotely engaging with the ESSENCE brand and festival vibe.

• Creative Direction
• Design
• Development

Winner of the Best Virtual Environment - Biz Bash Event Experience Award

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