The Brief
To debut its new brand identity and launch It-Lists - curated event guides crafted by cultural tastemakers, influencers, and local experts - Eventbrite set out to create an unforgettable experience that embodied the spirit of the unique, can’t-miss events featured on their platform.
The Final Product
I oversaw the experiential team from pitch through execution on this incredible campaign. To spotlight the launch of It-Lists, the team embraced a beautifully simple question: what happens when two niche communities - cheese lovers and ravers - collide for one unforgettable night? The answer was The Cheese Rave: a one-night mashup celebrating intersectionality and the kind of magic Eventbrite creators bring to life every day.
Hosted by Queer Eye’s Antoni Porowski, we transformed a Brooklyn warehouse into an otherworldly, surreal cheese wonderland. Over 300 pounds of cheese flowed from a whimsical “cheese dispensary,” while a roaming crew of “cheese pushers” playfully handed out dairy “hits” in baggies. Seven of NYC’s top DJs kept the crowd moving, creating a vibrant collision of food, music, and culture that perfectly captured the essence of Eventbrite experiences.
The Results
Tickets sold out within hours, drawing 500+ guests, including NYC nightlife, culinary, and music influencers.
200M+ earned media impressions
530K It-Lists product views
3x spike in social engagement
65 media features, including Eater, EDM.com, and TimeOut
Beyond the numbers, the biggest success was the sense of belonging we created. By tapping into the intersection of rave culture and culinary enthusiasm, the experience celebrated true human connection. Eventbrite proved it goes beyond ticketing, curating culture-defining experiences that deliver the kind of emotional ROI most brands only dream of.
