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Mirrored CEO Justin Lefkovitch’s 30th Bday Bash Presented by Mirrored Media

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Justin Lefkovitch, CEO and Founder of the award-winning experiential marketing agency Mirrored Media, celebrated his 30th birthday this past weekend. To mark the occasion, the Mirrored team threw a party of epic proportions at Hollywood’s famed Mack Sennett studios. The party featured a number of the company’s favorite and most popular activations, in addition to some new custom pieces made just for the event.
 
 
The invite-only party consisted of Mirrored’s extensive Fortune 500 client list, industry executives, friends and family, and many of LA’s finest, celebrities, and influencers. It featured live DJ sets by William Lifestyle, Laikipia, Nils “Nine Inch Nils” Montan, Ravell, Morgan Freed of Emo Nite, and Justin Lefkovitch himself, along with headliners Captain Cuts. Captain Cuts is a trio of producers who have composed and co-written with The Chainsmokers, Tove Lo, Grouplove, Halsey, Bebe Rexha, and Walk the Moon, garnering them several Billboard Music Award nominations and wins. They even invited special guests The Knocks to the stage for an exclusive sneak peek of a brand new song. All backline and sound equipment was provided by Swinghouse.
 
 
The party also featured surprise guest, and Justin’s management client Sofie Dossi. The 16-year-old influencer, contortionist, and America’s Got Talent finalist wowed the crowd with her performance, which culminated with her shooting a bow and arrow with her feet while standing on her hands. Sophie has been featured on Ellen, Disney’s Bizaardvark, and many others.
 
 
Mirrored Media is known as a leader and a pioneer in the world of experiential marketing, and Justin is well-known for his trademark man bun, even featured in the New York Times. The Mirrored team built a neon and man bun-inspired event to highlight the occasion. It featured a custom bounce house, floating 3D holograms, a step and repeat, a neon bar, a custom air hockey table, and a custom claw machine where guests could win manbun barbies, clip-in man buns, and other fun gifts fitting for the event. Guests were also encouraged to take selfies in the LED infinity room photo booth. There was also a large custom stage modeled after Justin’s profile and bun with a special neon Mirrored Media logo in the middle. Hovering over the stage was a custom-built LED cloud along with projection graphics and gobos on the cyc wall.
 
 
The open bar featured a custom cocktail menu with a cleverly-named drink created by each member of Mirrored Media. Guests enjoyed these creative concoctions provided by Ciroc and DeLeon tequila. A variety of flavored waters were also provided by Hint Water.
 
 
The party featured secret rooms and hidden adventures throughout the evening. Mirrored Media team members escorted a handful of guests through locked doors for a special experience where no photos or phones were allowed. The party raged on until 1am, with an after-party continuing until 4am. See all the user generated photos and videos by following #MirroredManBun, @MirroredMedia, and @Jlefkov.

See Inside One Company’s Summer-Long Beach House Party

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Awesomeness celebrated summer in a big way this year: The multimedia company—which is a joint venture between NBCUniversal, Hearst, and Verizon—rented out a house on the beach in Santa Monica for two weeks of programming and events for talent, press, and industry partners.

“This was our first time hosting our own event that was independent of a big convention or festival,” said Catherine Gill, vice president of marketing at Awesomeness. “Our goal was to create a fun summer experience to bring our brand to life and showcase all the different aspects of what Awesomeness has to offer. This created a great opportunity for a multi-purpose space where we could create content and film a number of our shows, as well as host a variety of events.”

The company took over the house from July 25 to August 6, hosting programming on a daily basis for the entire two weeks. The schedule was filled with a combination of filming days for AwesomnessTV programming, as well as events such as a beauty brunch, a premiere screening, and musical performances.

The internal production team at Awesomeness used their location scouting resources to find the ideal house—one with a big backyard for events, parking nearby, and close proximity to the beach. Organizers worked with the city of Santa Monica to obtain event permits, and redecorated the house to convey a fun, summery vibe.

“We worked with our internal creative department to source new furniture and decor that would fit our brand and the look and feel of the multiple events,” said Gill. In addition to the in-house team, Mirrored Media was in charge of all house operations and creative production, while MS Event Production handled the audiovisual needs.

Every room of the house was used for events. The master bedroom became a content studio for filming, while the attic was transformed into an infinity-room-like photo op. The backyard, which was decorated with string lights and colorful pool floats, welcomed guests for brunches, panels, and more.

Awesomeness plans to host the beach house again next summer; the brand is also planning more standalone events for the coming year to promote its growing portfolio of brands, which now includes AwesomenessTV, Awesomeness Films, DreamWorksTV, and Awestruck.

Here’s a look inside the summer activation’s playful decor, fun photo ops, and biggest gatherings.

[BizBash]

INC Magazine’s 15 Fresh Faces Changing the Face of Experiential Marketing

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15 Fresh Faces Changing the Face of Experiential Marketing

New ways of thinking can bring great results

The Wrap’s Shortlist Film Festival

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‘The Silence,’ ‘American Paradise’ and ‘Fanny Pack’ Take Prizes at TheWrap’s Shortlist Film Festival 2017

A haunting short by two Iranian directors  explores the trauma of refugees’ experience, while a dark American comedy looks at race  

Farnoosh Samadi and Ali Asgari’s “The Silence,” a tender story about a young girl and her Kurdish mother, won the Industry Prize at TheWrap’s Shortlist Film Festival on Wednesday.

Joe Talbot’s “American Paradise,” a dark comedy about race and bank-robbing, took the Audience Prize at a ceremony at IMAX headquarters in Playa Vista, California.

And “Fanny Pack,” a story by a USC student about a young Indian woman hilariously clashing with her conservative father, won the first-ever ShortList prize for a student film.

Selected for the Industry Prize by a distinguished jury of entertainment industry experts, “The Silence” tells the haunting story of Fatma and her mother, Kurdish refugees in Italy. Teenager Fatma, who speaks English, must help her mother navigate a bewildering modern world. But even the world-wise Fatma isn’t equipped to handle passing along a devastating diagnosis to her mother, even when time is of the essence.

The jury called the film “a simple, beautiful and entirely human drama about a mother and daughter in a quiet moment that will change both of them forever. We loved this film as much for what it didn’t say as what it did.” The filmmakers won a week-long RED Epic Dragon $6,000 rental package provided by RED and AbelCine.

The jury also awarded an honorable mention to Hu Wei’s “What Tears Us Apart,” which follows a young woman, Camille, who was adopted by French parents after her Chinese parents gave her up as a baby because of China’s one-child policy. The jury said the film, which features Oscar nominee Isabelle Huppert, was “intimate, artful, exquisitely acted and left an enormous emotional impact on us.”

The 2017 Shortlist jury included Lisa Bunnell, President of Distribution, Focus Features; director Lesley Chilcott (“CodeGirl”); writer and showrunner Misha Green (“Underground”); Ryan Heller, VP Acquisitions, First Look Media; actor-director-producer Matt Ross (“Silicon Valley,” “Captain Fantastic”); Alec Shankman, Senior VP & Head of Alternative Programming, Digital Media and Licensing, Abrams Artists Agency; and Stephen Ujlaki Dean, Loyola Marymount University School of Film and Television.

Talbot’s “American Paradise,” a twisted fairy tale out of Trump’s America inspired by true events, won the most votes in a two-week online poll to claim the Audience Prize and a $5,000 in cash.

The film follows a desperate white guy who disguises himself as a black man to rob a bank. The characters in the short will be featured in the upcoming Sundance-supported feature, “The Last Black Man in San Francisco.”

For the first time, TheWrap expanded the ShortList to include a student film category selected by TheWrap’s readers during the online voting period. This year’s award went to USC student Uttera Singh’s short “Fanny Pack.” The  comedy centers on a young Indian-American girl who wants to follow her dreams and a fanny-pack-clad Indian father who chases his daughter through an airport hoping that she will follow.

Now in its sixth year, the ShortList Film Festival, elevates the best in short filmmaking as the format has exploded across every device in the age of streaming. The contest selects 12 of the best award-winning short films that have premiered at a major festival in the past year, making this the most highly competitive film festival of its kind.

The ceremony on Wednesday included screenings of the prize winners as well as panel discussions with the filmmakers and jury members moderated by Sharon Waxman, editor-in-chief of TheWrap. The evening wrapped up with a reception with music from DJ Alex D, beverages supplied by Hint water and production support from Mirrored Media.

The 12 films in the main competition were a mix of foreign language, comedy and stop-motion from filmmakers that hail from around the globe including China, France, Italy, Poland, Germany and the U.K. The finalists include prize winners from the Sundance Film Festival, Cannes Film Festival and South By Southwest Film Festival.

The eight student films from top colleges and universities listed in TheWrap’s ranking of film schools included filmmakers who studied at UNCSA, USC, UCLA, AFI, LMU, Chapman, Emerson and SCAD.

The Shortlist Film Festival is presented with the generous support of IMAX, Focus Features, RED, Abelcine and Topic.

 

Green Day Hometown Pop Up Shop in Oakland

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To celebrate their hometown show at Oakland’s O.co Coliseum on August 5th, 2017, Green Day wanted to do something extra special for their fans leading up to the big day. Mirrored Media teamed up with Warner Bros. Records to produce an ultra-exclusive pop-up shop for two days prior to the show.

The event was hosted on August 3rd and 4th at 1-2-3-4 Go! Records just north of downtown Oakland, a place with no shortage of Green Day lore. The stage wall in the pop-up space had a chunk taken out of it from when frontman Billie Joe Armstrong smashed his guitar there during a show years ago.

Fans were encouraged to arrive early to grab select merchandise only available during the two-day event. It was a Green Day fan’s paradise, featuring exclusive merchandise, limited edition cassette box sets, skateboard decks, vintage band photos, original album artwork and props, custom neon signage, and actual instruments owned by the band members themselves. Green Day’s eclectic 28-year catalogue played through a vintage Hitachi boombox that is pictured on the cover of their 2016 album, Revolution Radio. Fans were even treated to free coffee courtesy of Oakland Coffee; locally-owned and co-founded by Green Day bassist Mike Dirnt.

One of the highlights and fan favorites was the arcade claw machine, which was fully wrapped with band art on the outside. Inside, it contained Green Day’s signature stuffed pink bunnies, which fans had the opportunity to win with any purchase in the store. Especially determined customers aimed for one of the rare green bunnies, of which only 25 were produced.

A TV also looped content from the Green Day-distributed documentary Turn It Around: The Story of East Bay Punk.

Turn It Around gave us the opportunity to tell the story of the East Bay punk rock scene, a scene that’s a sacred thing to me, Mike and Tré and to a lot of others who were there at the founding and who helped to shape the genre,” said Green Day frontman Billie Joe Armstrong.

Fans lined up early on the first morning with a line around the block soon after. The shop was officially opened by Green Day’s mascot for the Revolution Radio tour, Drunk Bunny, along with the Oakland A’s mascot, Stomper. The two battled for the store keys at the front entrance; each one wanting the privilege of opening the pop-up. Ultimately, Drunk Bunny prevailed, though both Oakland legends welcomed guests into the shop as they posed for pictures with fans.

With a line out the door for the majority of the two-day event, merchandise flew off the shelves. Oakland fans truly felt the hometown love, and the band members even took a few keepsakes of their own, showing that this was more than just another pop-up. This was home.

Awesomeness Beach House

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Awesomeness Summer Beach House

After a busy 2017, Awesomeness decided it was time to reward its clients and creators with a relaxing and refreshing couple of weeks on the beach. From July 24th to August 7th, Mirrored Media and Awesomeness teamed up to transform a beautiful Santa Monica beach house into a summer oasis for talent, creators, and clients alike. The three-story house, which sat just steps from the sand north of the famous Santa Monica Pier, featured pool parties, press mixers, leadership panels, and so much more throughout the two weeks.

The House:

Located on beautiful Pacific Coast Highway in Santa Monica, the Awesomeness Beach House featured all of the things creators have come to expect from the Awesomeness brand. Mirrored Media brought in carefully manicured decor and furniture, and crafted the grounds and surrounding areas with custom items to give guests the feeling of an ultimate summer getaway.

The first floor interior had comfortable sofas and chairs, a catering area, and was attached to a patio with large open doors, allowing the ocean breeze to flow into the space.

The second floor master bedroom was transformed into a production suite, with stunning 180-degree ocean views outside its large windows.

The third floor became a beautiful infinity-style Instagram room, featuring a forest of hanging string lights, mirrored walls, branding, beach balls, and glowing triangular LEDs. This room was a huge hit among guests, with thousands of impressions via social media.

The Yard:

The inside of the house was just the beginning. The backyard featured many of the highlights of this summer oasis, most notably, the pool. While it was a huge hit during many of the day parties, Mirrored Media recognized the need for extra space during larger events at night. On two occasions, we had a custom convertible pool cover installed to provide an additional 450 square feet of ground space. The cover was sturdy enough to hold groups of people, tables, and chairs, making it an ideal option to convert the space for various types of events.

Other standout features of the yard included:

  • Custom neon signs
  • Mirror decals
  • Balcony banners
  • String lights
  • Uplighting
  • Branded corn hole
  • Giant Jenga
  • “Awesome” mirror letters
  • Pool toys
  • Light-up LED bar
  • Downlighting
  • Gobos
  • An LED lemon tree

The Activations:

Due to the constant activity at the Beach House, the Mirrored Media and Awesomeness teams worked around the clock to ensure a memorable experience at every turn. The schedule was packed throughout both weeks with a myriad of events and activations taking place, including:

  • Welcome Dinner
    • Pool covering
    • One long Tuscan-style dinner table
    • Influencers and marketing team members, including Rebecca Black
    • Catered food & drinks
  • Press Mixer
    • Tray-passed catering
    • Specialty drinks
    • Mood lighting
    • Custom decor
  • Talent Open House
    • Bar service, including sangria
    • Uncovered pool
    • Pool toys
  • Thought Leadership Panel
    • Directors chairs for featured guests
    • Gift bags
    • Speakers discussing Generation Z and social media marketing
  • Beauty Brunch
    • Beauty activations including nail, hair, and makeup stations
    • Facemask giveaways
    • Vita Coco-sponsored drinks
  • Guidance Screening
    • Large screen and high-end projector
    • Comfortable bean bag chairs
    • Screening of the season premiere of AwesomenessTV’s Guidance
    • Talent from the show
    • Specialty food & drinks
  • Talent Open House
    • Pool uncovered
    • Pool floats
    • Musical performances
    • Open swim
  • Betch Wrap Party
    • Celebrating the wrap of shooting the AwesomenessTV show Betch, hosted by the two stars of the show
    • Betch branding and signage
    • Catered food & drinks
  • Other Smaller Events Included
    • Finance Retreats
    • Film Shoots

In the end, it was a fitting two-week celebration of summer at the unique and picturesque Awesomeness Beach House. Mirrored Media and Awesomeness were able to create euphoric, exciting, relaxing, and even thought-provoking experiences for all who attended the various events. The two continued to build upon their already-successful 2017 partnership while leading them to work on even more exciting, unique, and memorable events and activations in the future.

About Awesomeness TV

AwesomenessTV is an American media and entertainment company located in Los Angeles, California. It is a joint venture of DreamWorks Animation (a subsidiary of NBCUniversal) and Verizon Hearst Media Partners, with the former owning controlling interest.

The company operates a talent division, branded entertainment division, consumer products division, publishing division, music division, and global network of affiliate YouTube channels.

 

War For the Planet of the Apes at RTX Austin

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In celebration of the third installment of the Planet of the Apes reboot series, Mirrored Media teamed up with Fullscreen to activate the excitement of the film’s release with unique promotional instillations at RTX in Austin.  Upon entering the Austin Convention Center, attendees were welcomed to the weekend-long convention by a collection of War for the Planet of the Apes signage and artwork that was systematically positioned for high visibility.  Each person had to pass by or through these awe-inspiring installations on site, with a standout being the custom-designed holograms sitting atop a truss above the main entrance. These holograms featured custom designed rotating images of the film’s logo accompanied by eye-catching shapes and designs.  

Mirrored Media also created a first-of-its-kind waterfall fog screen which projected imagery from the film onto the fog, through which guests walked though to enter the convention center’s main doors.  This interactive experience not only generated excitement for guests passing through, but also gave them an epic photo opportunity.   

To complete the overall aesthetics, Mirrored Media strategically placed oversized War for the Planet of the Apes signage in the massive Convention Center windows along with pull-up banners and a step and repeat area in the main walkway near the entrance.  

Fans took notice of the awe-inspiring activations, as the film topped the box office on its opening weekend, earning over $50 million.

Sabrina Carpenter “Why” Release Photo Booth

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On July 7th, Hollywood Records recording artist Sabrina Carpenter released her single “Why” as a follow-up to last year’s Evolution and 2015’s Eyes Wide Open.  To celebrate the release and generate more hype for “Why”, Mirrored Media created a unique two-day pop up activation at Santa Monica Place with a custom built, LED photo booth.  From 10am until 10pm, fans and shoppers were encouraged to step inside the booth for an epic photo experience with friends and family while they danced along to “Why”, which played on the surrounding speakers. Because of the unique design and allure of the color-changing LED strips, the booth not only attracted Carpenter’s die-hard fans, but also many unsuspecting mall patrons who began the day unfamiliar with Carpenter and her music. Thousands of fans, new and old, enjoyed the activation over two days, with some coming back for second photos after day turned to night. Using the hashtag #SabrinaWhy, fans were able to share their photo booth experience while spreading the word about the release.

Fullscreen at VidCon 2017

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Fullscreen Vidcon Booth 2017

Fullscreen raised the bar at VidCon 2017, debuting the convention’s first ever double-decker booth. The elaborate build featured a large LED screen, a stage, and a viewing area in front where fans could get up close and personal to their favorite creators.

Each side of the booth presented a unique photo opportunity. On the left side was a Met Gala-inspired Boomerang booth with LED colored lights. The right side featured a large foliage wall with a custom neon sign. The wall had a new neon sign for each day of the convention, encouraging multi-day attendees to come back and experience the booth all over again.

The back of the booth featured the Flex Room Presented by AT&T. This area had three custom neon signs, a lounge, a marble wall, recessed lighting, and a phone charging station. Fans were able to tweet at a Twitter vending machine to get a variety of Fullscreen and AT&T-branded swag, including popsockets, phone chargers, sunglasses, bracelets, earbuds, and keychains. Brand ambassadors were also on hand distributing other free gifts.

The second floor contained the main control room and front-of-house for the whole booth. It also featured a green room area where talent could relax before taking the stage. This level gave creators a bird’s-eye view of the convention floor and allowed them to interact with fans before and after their official appearances.

Movie Nights:

For the fourth year in a row, Mirrored Media teamed up with Fullscreen to present another successful round of Movie Nights, showing three highly-anticipated movies: Despicable Me 3, Power Rangers, and Cars 3.  These popular events, held in a large third floor ballroom of the convention center, drew crowds ranging from 400 to 1,800 people. Guests enjoyed the screenings by lounging in Fullscreen-branded air chairs. During the pre-release premiere of Despicable Me 3, the minions even came out to greet guests.

Several branded pull-up banners and step and repeats provided fans with the perfect photo opportunity. A raffle was held each night where a few lucky guests were able to win prizes like Disneyland tickets and Rokus.