Toyota Culture Lab

Rolling Loud is the world’s largest and most influential Hip Hop festival in the world, with stops in Los Angeles, Miami and Atlanta. As a sponsor, Toyota tasked us with creating an on-site activation targeting Gen Z festival goers, particularly within the African American and Latino communities.

We created the Toyota Culture Lab, an experiential space where attendees were able to push culture forward. Partnering with Mexican and African American street artists, we created a space that became a culture hub where festival goers could design their own custom swag, adding a personal touch to their festival experience.

To extend the reach beyond the festival grounds, we created a series of really time social media content amplifying the message to those unable to attend. 

The Toyota Culture Lab quickly became Rolling Loud’s most popular activation, drawing crowds and retaining attention and engagemenmt while competing with brands like Google, Liquid Death and Levi’s.