At Head In The Clouds, -196 created an immersive pop-up for over 30,000 Gen Z and Millennial attendees to help launch the brand’s new vodka seltzer offerings, transforming a traditional Japanese convenience store (“Konbini”) into an Instagram-worthy experience.

Highlights included a neon-lit secret karaoke room with 611 participants and a live CCTV feed, a Lemon Freeze Frame Photo Moment to showcase Suntory’s proprietary FCI (Freeze, Crush and Infuse) process, and exclusive seltzer sampling, with 1,500 cans purchased.

Earned social posts generated ~345K impressions, while branded giveaways like totes and disposable cameras extended the festival experience and kept -196 top-of-mind all weekend.

Role: Oversaw campaign and managed client communications leading up to the event.