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Citibank × Afropunk:
Dare to Be You Studio
Led the creative direction for Citibank’s Afropunk activation, crafting an immersive ‘Dare to Be You’ experience that blended experiential design, social storytelling, and cultural engagement for predominantly Gen Z millennial audiences.
Citibank X AfroPunk
​Agency:
Soho Experiential
​Client:
Citi Bank | AfroPunk
​​Brief:
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Challenge: Engage Gen Z & millennials authentically at Afropunk while subtly integrating Citibank.
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Objective: Deliver a multi-channel, culturally relevant experience.
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Role & Contribution:
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Creative Director leading concept and creative vision.
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Designed the immersive experience for self-expression.
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Integrated social media amplification.
Execution:
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Interactive studio with customizable merchandise.
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Social media sharing with branded hashtags.
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Physical experience aligned with brand values.
Outcome & Impact:
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Strong attendee engagement and social sharing.
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Enhanced brand resonance with Gen Z & millennials.
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Demonstrating full 360° creative leadership.
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​Key Takeaways:
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Authentic engagement, cross-platform strategy,
and empowerment through creativity.
