Our mixed reality programs at Coachella represent some of the most ambitious mobile AR campaigns ever created for a live event. Beginning in 2022 through partnerships with Meta Spark and Niantic, we set out to bring festival magic into fans’ hands wherever they were - on the fields or at home.

Over three years, we expanded the program into a full-scale ecosystem: more than 20 custom effects, designed with and for over 40 creators, that blurred the line between digital art and live performance. Fans could interact with Coachella’s iconic stages, art installations, and music moments in real time through augmented layers that extended the festival’s world.

We provided creative direction across all activations, ensuring each effect connected back to the broader Coachella Canvas worldbuilding strategy. The result was a set of tools that felt authentically Coachella: playful, expressive, and designed for discovery, while pushing the limits of what’s possible with AR at scale.