Capitol Records x ComplexCon - Role: Creative Director
Capitol Convenience
In 2024, we began a soft brand refresh aimed at reminding consumers of Capitol’s legacy and icon status while creating new connections with the next generation of music fans. To help land our first steps in this new direction, we took advantage of our label’s partnership with Complex and built an experience that celebrated Capitol’s golden-era Hollywood heritage in a modern, unexpected way.
At ComplexCon, we recreated a full-on convenience store experience—with parody snacks inspired by Capitol artists, exclusive merch giveaways, and the debut of Capitol’s own apparel collection. Every fan who visited the space was handed a custom scratch-off lotto ticket at checkout for a chance to win everything from limited-edition tour merch to artist-branded treats. The activation struck a perfect balance of nostalgia, interactivity, and drop-style hype—turning a traditional booth into a buzzworthy destination. And we didn’t just get love from fans - Capitol artists like Doechii, Offset, and Lil Yachty showed organic love on the ground and on social, helping blast our booth to music fans who couldn’t be on the ground in Vegas.
Over 3,000 fans visited the booth across two days, walking away with 2,500+ exclusive giveaways and a deeper connection to the Capitol brand. Social traction included seven high-performing content drops—featuring a top-5 most viewed reel of the year and a high-impact collab post with Complex—all achieved with $0 in paid digital spend. The campaign didn’t just generate visibility—it sparked real fan love, reenergized Capitol’s brand identity, and set the stage for future fan-first moments.
WATCH THE RECAP BELOW: