Discover the Mirage is a brand film that reveals Coachella's new virtual branding through a new creative device, the Mirage: a connective creative energy bridging dimensions of festival creativity. The film earned over 1.2 million views across platforms and drove engagement with partner programming.

Coachella is a canvas for creativity. As creativity continues its transition across physical and virtual worlds, the festival works to offer the tools to create and discover on these emerging platforms. Since 2022, we worked with the festival to direct its world-building strategy. Each year, we work with festival and partner leadership to come up with the things, places, and themes that make up Coachella's branded world. We then direct the marketing campaigns that reveal these worlds and experiences to fans, ensuring they resonate with the fan journey.

Released in two parts ahead of the festival, each piece coincides with the release of an interactive touch point on an emerging technology platform, like mobile augmented reality experiences, virtual worlds in Fortnite, and mobile scavenger hunts.

Our goal is to use emerging technologies in ways that feel like magic to festival fans and artists. This guide outlines the ideas, themes, and look + feel that make up Coachella’s virtual world - combining storytelling, design, emerging technology, and physical space to scale the festival experience in a fun and authentic way.