In 2023, we embarked on a journey to capture the essence of Coachella’s creative energy through our theme: ‘The Mirage.’ This concept became a symbol of the festival’s boundless creativity, threading through every element of our marketing campaign.
This theme is the heart of our transmedia marketing strategy. By using the Mirage as the core narrative tool, we are able to create a cohesive brand experience that transcends the physical and digital realms.
At the center of our campaign was the two-part film, Discover the Mirage. This cinematic journey follows a fan's experience from receiving the Coachella Welcome Box to igniting The Mirage—a powerful device fueled by music and creativity.
As The Mirage grows, it transports the fan (and the audience) to the festival grounds, blurring the lines between imagination and reality. The film not only set the tone for our broader campaign but also invited fans to embark on their own creative journeys.
Writer & Director: Ryan Cenicola
Producers: Reed Matthews & Daniel Kelley
Innovation Lead: Sam Schoonover
Director of Photography: Sterling Adgate
AC: Alex Fauver
Starring: Alex Watson
VFX: Pendulum VFX
Junior Producer: Zarye Wossene
Editor: Jake Zieman
Post Producer: Jack Melanson
Post Supervisor: Estefania Parra
Color: Dylan Hageman
Mix: Joshua Chang
VFX Supervisor: Ben Kadie
G&E: Dane Ostensen
AR Creators: Denis Rossiev & Olga Isupova
