TIAA Essence Festival of Culture Activation
For the first time ever, TIAA was going to have a presence at one of the biggest cultural conventions in the U.S., the Essence Festival of Culture. TIAA tasked us with figuring out how to physically manifest their mission to Retire Inequality in a way that felt impactful and authentic but also entertaining. We created The Legacy Lounge — an interactive experience where guests could walk through different rooms inspired by our Legacy Makers like Wyclef Jean, Fe Noel, and Sean Bankhand. Throughout the three-day weekend, we had over 3,000 visitors come by and learn more about how to create the financial future they deserve.
THE MARTIN AGENCY
JACK MORTON
JASON KOMULAINEN
HOPE THOMAS
MJ CUYAN
RIQUE SANTIAGO
BRUNO CINTRA
CLEO PENG
DAVID FREEMAN
AMANDA RICKS
AGENCY
PRODUCTION AGENCY
GROUP CREATIVE DIRECTOR, SVP
COPYWRITER
ART DIRECTOR
DESIGNERS
PHOTOGRAPHER
VIDEOGRAPHER
Featured Press
Event Marketer | EssenceFest: Inside Its Top 10 Experiential Activations
The Atlanta Voice | TIAA’s Legacy Makers sought to ‘Retire Inequality’ during the ESSENCE Festival
LBB Online | TIAA and the Martin Agency Partner with Jack Morton to Make Essence Fest Debut