Oath NewFront

FIRST conceptualized and produced an unconventional celebration for Oath’s suite of brands that was equal parts street festival, music concert, and college pep rally, under the theme of Uprising. We leveraged a strategy of “treating our customers as consumers,” brought to life via an immersive outdoor event that showcased key messaging through the disruptive use of celebrity, music, performance, food, and multimedia.

FIRST designed and transformed the raw Pier 26 on Manhattan’s west side into a celebration of brands. The outdoor experience featured a 20-foot DJ tower, multiple non-traditional stages, custom choreographed “takeover moments” performed right within the crowd, and an impromptu concert from host, Jamie Foxx, and DJ Irie.

This event was designed and produced with FIRST Agency.