So Fun Tour presented by Deep Eddy Vodka & Sofar Sounds
So Fun Tour presented by Deep Eddy Vodka & Sofar Sounds
So Fun Tour presented by Deep Eddy Vodka & Sofar Sounds
Year
2023
Year
2023
Year
2023
Type
Creative Direction
Type
Creative Direction
Type
Creative Direction
Timeframe
6 Months
Timeframe
6 Months
Timeframe
6 Months
Overview
Overview
Overview
Sofar approached me to help define breakthrough moments for breakthrough artists that incorporated music, summer, vodka and fun.
The goal was to create an authentic and lasting experience across platforms — both visually and functionally. Through strategy, design, and development, I led and collaborated with multiple teams to bring Sofar Sound's vision to life in a way that felt cohesive, user-friendly, and built to grow.
Sofar approached me to help define breakthrough moments for breakthrough artists that incorporated music, summer, vodka and fun.
The goal was to create an authentic and lasting experience across platforms — both visually and functionally. Through strategy, design, and development, I led and collaborated with multiple teams to bring Sofar Sound's vision to life in a way that felt cohesive, user-friendly, and built to grow.
Sofar approached me to help define breakthrough moments for breakthrough artists that incorporated music, summer, vodka and fun.
The goal was to create an authentic and lasting experience across platforms — both visually and functionally. Through strategy, design, and development, I led and collaborated with multiple teams to bring Sofar Sound's vision to life in a way that felt cohesive, user-friendly, and built to grow.
/01
/01
/01
Challenge
Challenge
Challenge
The client had strong offline presence and a loyal customer base, but lacked the capabilities to translate the magic online.
The challenge was creating a production framework for a digital experience that was both inspiring and functional.
The client had strong offline presence and a loyal customer base, but lacked the capabilities to translate the magic online.
The challenge was creating a production framework for a digital experience that was both inspiring and functional.
The client had strong offline presence and a loyal customer base, but lacked the capabilities to translate the magic online.
The challenge was creating a production framework for a digital experience that was both inspiring and functional.
/02
/02
/02
Approach
Approach
Approach
I started by exploring Sofar's story of connecting artists directly with engaged audiences in an intimate listening environment, and Deep Eddy's story of authentic, handcrafted vodka. I then directed visuals to take on the perspective of the viewer — mimicking their movements and energy as if the lens were their eyes.
The experience focused on authenticity and candor. The team and I cultivated an environment for live audiences to have fun, be in the moment and discover something new. We prototyped key flows and visuals ideas to be lean and mobile.
I started by exploring Sofar's story of connecting artists directly with engaged audiences in an intimate listening environment, and Deep Eddy's story of authentic, handcrafted vodka. I then directed visuals to take on the perspective of the viewer — mimicking their movements and energy as if the lens were their eyes.
The experience focused on authenticity and candor. The team and I cultivated an environment for live audiences to have fun, be in the moment and discover something new. We prototyped key flows and visuals ideas to be lean and mobile.
I started by exploring Sofar's story of connecting artists directly with engaged audiences in an intimate listening environment, and Deep Eddy's story of authentic, handcrafted vodka. I then directed visuals to take on the perspective of the viewer — mimicking their movements and energy as if the lens were their eyes.
The experience focused on authenticity and candor. The team and I cultivated an environment for live audiences to have fun, be in the moment and discover something new. We prototyped key flows and visuals ideas to be lean and mobile.
/03
/03
/03
Results
Results
Results
The work strengthened the clients' visual presence and improved user engagement generating millions of views and impressions.
The work strengthened the clients' visual presence and improved user engagement generating millions of views and impressions.
The work strengthened the clients' visual presence and improved user engagement generating millions of views and impressions.
Increase in viewership
+9900%
+9900%
/04
/04
/04
This project was about developing a production framework for a scalable model that reflects the clients' values and supports their growth across every touchpoint.
This project was about developing a production framework for a scalable model that reflects the clients' values and supports their growth across every touchpoint.
This project was about developing a production framework for a scalable model that reflects the clients' values and supports their growth across every touchpoint.
Creative Direction
Sonny Tu
Creative Direction
Sonny Tu
Creative Direction
Sonny Tu
Production Management & Audio Engineering
Mannywellz - Mirage (Live)
In a time where people couldn't leave their homes, we brought the music experience to the people.