DOSSIER x MGK DAY
Client: Dossier
Location: Cleveland, OH
Role: Creative Director & Lead Experiential Producer with Pop Up Agency
MGK Day, Cleveland’s annual city-recognized celebration honoring the artist’s cultural impact and hometown roots, draws thousands of fans for concerts, community programming, and citywide festivities. Within this high-energy cultural moment, Dossier introduced Lost Americana, its collaboration with MGK, through an immersive one-day brand activation designed to connect directly with his core audience.
Rooted in the cinematic world of Lost Americana, the activation translated the campaign’s nostalgic, stripped-down American aesthetic into a physical environment. Inspired by empty highways, roadside iconography, and 90s minimalism, the space balanced raw atmosphere with refined execution — positioning the fragrance as an emotional experience rather than a traditional product reveal.
A large-scale desert highway backdrop served as the primary visual anchor, creating an immersive photo moment that encouraged organic content capture. Guests stepped into the campaign’s universe through Route 66–inspired floor graphics, vintage gas station detailing, and tactile Americana elements that reinforced the narrative.
Sampling was paired with a digital early-access sign-up moment, transforming fan excitement into measurable engagement. Branded temporary tattoos and custom scent blotters extended the sensory dimension of the activation while maintaining efficient guest flow within a high-traffic outdoor setting.
The activation marked the first public introduction of the Dossier x MGK collaboration, embedding the fragrance within a meaningful hometown celebration and strengthening authenticity through cultural alignment.
Impact:
• High-traffic activation embedded within a major cultural celebration
• Strong organic UGC driven by immersive photo moments
• Early-access lead capture ahead of launch
• Seamless sampling distribution in a high-energy environment
Services provided:
• Experiential concept and creative direction
• Full activation production and execution
• Spatial storytelling and branded environment design
• Fabrication oversight and vendor coordination
• On-site leadership, staffing, and guest flow management
Credits: @dossier @mgkdaycycle
