Discover the Mirage is a brand film introducing Coachella’s virtual identity through a new creative device: the Mirage - a connective creative force bridging the festival’s physical and digital worlds. The film earned over 1.2 million views and served as the entry point to a broader mixed reality ecosystem.

Since 2022, we’ve partnered with festival and brand leadership to shape Coachella’s world-building strategy, defining the themes, spaces, and creative logic that extend the festival beyond the grounds. This work lives across storytelling, design, and emerging technology, treating Coachella as a canvas for creativity across dimensions.

Released in chapters ahead of the festival, each piece aligns with an interactive touchpoint - from mobile AR to Fortnite worlds and on-site scavenger hunts - inviting fans to explore, discover, and participate both on-site and at-home. The result is a layered experience that blurs film, world building, and engagement, using emerging technology to scale the magic of Coachella in ways that feel intuitive, playful, and human.