The LYP team have been creating unforgettable events for the American Crew All Star Awards since 2013. In 2018 the All-Star Challenge celebrated it’s 14th year anniversary so the brief was to well and truly take things up a notch when designing the format, production and live runway elements.
The American Crew campaigns from the last few year centred around Boston, boxing, bikes and barbers, so there was a rich tapestry of creative to tap into to ensure the ASC event production was engaging and elevated from previous years. We were inspired by the original competition name “Face Off” and the boxing inspired campaign creative, so we designed a striking central stage that was a customised boxing ring.
The event creative and styling was anchored around scaffolds, smoke and a spirited street festival which lent itself to the Crew campaign, and was a natural celebration of the last 14 years of the All Star Challenge.
The guest experience was a good old fashioned assault on the senses, with aromas of paella stations in the air, a boxing demonstration, barbers battling it out in a live showcase, live musicians and DJ, pop up runway showcases, motorbike display, interactive photo booth experience and the awards ceremony reimagined as a boxing match. That’s quite a lot of punch for a 3 hour event.
The event was recognised globally with the ‘Crew’ from Barcelona hailing it as a true return to the spirit of Face Off and the essence of the American Crew identity.