Phoebe Bridgers Artist Tentpole Moment:
Los Angeles

Client: YouTube

Role: Lead Creative Producer

As Lead Creative Producer for Phoebe Bridgers’ Lost Weekend campaign, my goal was to bridge internet superfandom with tactile, real-world connection. We kicked off the launch by taking over the iconic Moonlight Rollerway in Los Angeles, transforming a vintage skate rink into an intimate playground for 300 select fans, press, and top creators 48 hours before the record dropped. Beyond an exclusive listening party and a surprise appearance on the rink by Phoebe, the activation turned attendees from spectators into active contributors. Working alongside light artist Lachlan Turczan, we staged bespoke u-light installations and an on-rink videobooth that fed live action captured via drones and artist-worn body cams straight into the official cut of her focus track music video for "I Can’t Wait."

We then channeled that kinetic energy into a six-market global rollout across the US, UK, Indonesia, Canada, Australia, and Brazil. I directed creative production across every touchpoint, from towering Digital Out-of-Home takeovers in New York, LA, and London to hyper-targeted fan drops. Within the product itself, we embedded bespoke easter eggs for the fanbase, including a custom YouTube video scrubber, "First to Watch" badges, and the launch of Phoebe’s premiere Station to keep fans listening together. By treating digital distribution with the same creative ambition as the physical stunt, the campaign drove massive watch-time gains and dominated music press across 45+ outlets, including Variety.