Prior to our arrival at our on-site activation in Palm Springs, I created a mooodboard to serve as my visual shooting guide. While on premise, I wanted to fulfill not only the requirements set by the brand, but use this opportunity to capture images of consumers authentically. What does togetherness mean to them? How do they see truly our product? How can Aperol help to bridge moments of connection? I wanted to take our brand pillars and bring them back down to earth, showcasing how our ‘fans’ actually live their lives, and the ways in which our product plays a part in it.

My primary goal was to capture relevant content and compositionally-sound shots to help evolve our aesthetic and brand identity on social platforms. Our largest hurdle continues to be that of outdated and unusable evergreen assets, and in lieu of losing the shooting budget for 2024, I attempted to capture some of this content myself while on-site to assist with Influencer content capture at the festival. This content will be repurposed on our organic social platform throughout the year.