Brief: Snapchat secured a first-ever exclusive sponsorship of the Twilight Concert Series, a 32-year-old festival held at Santa Monica Pier. They asked us to help reinvent the series and bring the brand to life IRL for a broader audience.

Solution: Partnering with local LA artists FriendsWithYou, we built the first public art installation at the concert series, resulting in a massive visual spectacle. Under FWY’s signature inflatable sculptures, we created thematic Snap-branded experiences and games for the entire community to enjoy. We designed Ghostface Killah rides, a rainbow barf candy store, a human hamster wheel in the shape of a cassette tape and interactive Snap filter stations, just to name a few. Year two Snarkitecture created interactive sculptures, and we added the infamous “100” swing, funhouse mirrors, plinko games and more.

Results: Crowds were double the size (upwards of 60k), and we forged a long-standing relationship between Snap, the pier and the LA community that emphasized public art and music.

Agency: Civic Entertainment Group