FKA twigs Immersive Workshop
January 2025 | NYC, NY Social Recap
Project Role
Develop event strategies aligned with business objectives, incorporating industry trends, community engagement, media, and brand positioning
Design experiential programming to evoke specific emotions and serve as an industry expert in trends and community activation
Lead the first event to launch training apparel and footwear, executing the strategy from start to finish
Manage production agency to ensure deadlines are met and brand guidelines are adhered to
Coordinate and manage relationships with both internal and external stakeholders and partners.
Oversee creative production and day-of event execution, including staff management, safety plans, and logistical coordination.
Provide full project management, including the creation of detailed project plans and event briefs.
Lead end-to-end management of a $650K budget, ensuring efficient allocation and cost control.
Project Impact
Quantitative Impact
Increased awareness and consideration of target consumer:
100% apparel and footwear try-ons (statistic never seen at an On event previously)
394.3k owned social impressions with 12.3k social engagement
7 mill estimated impressions from 7+ articles (including Papermag.com)
40k social reach through ambassador content
1,982,000 Paid Media Target Impressions
83% positive sentiment
10k follower growth on Instagram
Qualitative Impact
Event feedback from guests included sentiments of positivity, inclusion, play, community, and overall accessibility for all bodies
From both a creative and inclusionary perspective for young BIPOC creatives in NYC, On and FKA twigs hosted a group of creatives from Scope Of Work to the immersive workshop. SOW members had the unique opportunity to spend time with twigs behind the scenes and engage in conversation with her.
Media in attendance: Vanity Fair, Paper Magazine, Essence, NY Mag, Magsain Substack, The Cut, Cultured, Dazed
Articles: The Cut, Taeste Buds, Paper Mag
Strategic Project Development
Phase 1: Direct Focus to Topline Objectives
Review topline campaign objectives and business objectives to align strategy and decision making
Phase 2: Present the Project Challenge and Opportunity
Challenge: Traditional fitness and training approaches are taking a one-size-fits-all approach, focusing narrowly on physical performance and aesthetics.
Opportunity: This event presents an opportunity to redefine training for a modern audience that seeks physical strength in addition to mental clarity, personal expression, and well-being through a blend of movement, mindfulness and holistic health practices.
Phase 3: Build a Concise Integrated Strategy
Keep it to less than 5 focus areas for most impact.
Phase 4: Develop Project Timeline
Incorporating logistics, production, creative, digital, and content.
Phase 5: Define Project Pillars
Define audience, objectives, story pillars, and project overview
Phase 6: Kick-off Project
Internally and externally kick-off project with all stakeholders. RFP with external agencies.
