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Urban Decay

Ulta Conference 2018

Event Design: Nataly Aponte (Urban Decay; Visual Merchandising Design Director)   |   Event Management: Brandon Wendt (Idea Circle: Owner)

Social Project Management / Photographer: David Wilder   |   Social Coordination / Technical Assistance: John Tran (Yellow Umbrella Marketing)

- Introduction -

Idea Circle, the best place to go for an event or tradeshow of any size, contacted me in the beginning of 2018 to begin working with some clients who were interested in a social engagement experience within their tradeshow booth.

One of those clients was Urban Decay, creator of high- performance cosmetics, who already had a fantastic idea in mind for their upcoming Ulta Conference booth but just needed help piecing together the software needed to make it all work together.

We were brought in along with Yellow Umbrella Marketing to help tie the overall experience together, producing a fun and engaging interaction for each visitor.

In addition, I served as photographer for the event, capturing the booth details along with interatctions between brand ambassadors, social interactions, and employee demonstrations.

- Event Setup -

The booth's design intent, executed and directed by Urban Decay's Nataly Aponte and produced by Idea Circle, was to convey a travel theme and how the "Born to Run" color palette can be used Anytime, Anywhere, in Anyplace. A 1975 Oldsmobile Royale wrapped in Urban Decay's signature brand colors and piled with luggage was the centerpiece of a photo experience while multiple Palette stations meant to complete the getaway experience flanked both sides.

Behind the classic automobile was an 80" LED screen running a loop of destintations from across the globe. The various locations were meant to help convey the theme of travel. I was asked to edit and produce the video which was looped and displayed behind the car.

Rounding out the experience were 2 iPads and 2 printers mounted to a staging counter off to the left where visitors could get their own branded printout of the experience.

Design: Nataly Aponte  |  Event Production: Idea Circle  |  Photography: David Wilder

- Social Experience -

Working with Yellow Umbrella Marketing's John Tran, we set out to create a photographic experience that allowed visitors to jump in the classic car, get their photos taken, and then recieve a branded print out of the experience.

To accomplish this we worked with PicPic Social to setup an event which allowed us to create high quality photos via a roaming DSLR camera. Each photo was wirelessly beamed to a server where the graphic branding was added and then sent to one of 2 iPads for user selection or printing.

Photographyt: David Wilder

- The Event -

Working with Yellow Umbrella Marketing's John Tran, we set out to create a photographic experience that allowed visitors to jump in the classic car, get their photos taken, and then recieve a branded print out of the experience.

To accomplish this we worked with PicPic Social to setup an event which allowed us to create high quality photos via a roaming DSLR camera. Each photo was wirelessly beamed to a server where the graphic branding was added and then sent to one of 2 iPads for user selection or printing.

Photographyt: David Wilder