The challenge

Music festivals have become synonymous with crowded grounds, passive listening, and party culture, often fueled by alcohol and burnout. But what if a festival could do more than entertain—what if it could energize? My task was to design a novel music festival experience that offered something new and connected with music lovers. I tailored my campaign for a new audience: wellness-driven, music-loving, and craving connection.

My Solution

Enter Alyve—a three-day fitness festival set against the red rocks of Sedona, where endorphins replace intoxication and sweat becomes the ultimate souvenir. Combining live performances from world-class DJs with high-intensity workouts and mindful recovery sessions, Alyve is built for those who see music as motivation and movement as celebration. This isn’t a crowd—it’s a collective. With yoga mats, spin bikes, and a custom fitness band that unlocks the full experience, Alyve challenges every category convention to bring health and hype together, on beat.