A couple weeks ago, li and I got invited to a Pepsi meeting. And while we can’t give away the secrets of our briefing, the music festival Coachella did come up. And again, while we can’t tell the specifics, we were told to let music inspire us and our planner even mentioned “imagine the feeling of being on a drug trip” when concepting. Which, for those of you who have attended Coachella, it’s a drug trip when you’re stone-cold sober. And there is certainly music to inspire. So guess who went…
Useless to convince anyone I went to Coachella merely to inspire for our Pepsi brief. But that’s not to say it wasn’t a completely inspiring weekend nonetheless. There’s something about three days in the desert that feels like you leave reality for this fantasyland of music and heat and art and people and strangeness for weeks. In fact, Goldenvoice founder Paul Tollett said: “By the end of Sunday you need to have gone through a range of emotions. The experience of the art and the ambience has to play a huge part in that.” In those three short days, you feel frustrated, sad, happy, angry, ecstatic, annoyed, exhausted, excited, famished, parched, moved, thrilled, enlightened, enhanced, loved, lonely, everything. All in a hundred degree heat with music playing everywhere and dust filling every orifice of your body. Maybe it’s really three long days.
Regardless, I came back to work Tuesday missing a couple brain cells and lighter by a few pounds and exhausted by a lot, but certainly inspired. If Pepsi is getting into culture, I certainly got my culture on.
Blog readers, if you were there, you don’t need a recap of everything because well, you were there. And blog readers who weren’t, you’ll just be jealous. I will say that Friday was a dance party, that YACHT and Cut Copy and Robyn got our glittered bodies jamming, that Mumford & Sons brought the first real soul to the stage on Saturday, that Arcade Fire was one of the best shows I’ve ever seen (rivaling only my Big Sur experience with them), that I was a needy girl for Chromeo on Sunday, that the National by sunset was the best time for friends and that Kanye can certainly put on a show. For a professional opinion on the music, check out Spin‘s or Pitchfork‘s take.
The ball drop for Arcade Fire is a moment I’ll remember forever. Let’s hope it helps inspire some Pepsi spots other people will remember forever… Maybe I can write off the cost of the concert to TBWA\Chiat\Day? Ha, doubt that on both those thoughts. What isn’t in doubt is how awesome this video is, and how much more awesome it was in person. In the original definition of the word.
Now I would definitely say the title of this blog post is appropriate. Get inspiration everywhere. If we spent all our time inside the walls of Chiat Day we wouldn’t be very good creatives. And Coachella is all about getting inspired. But I would be lying if I tried to tell you that I thought about work for more than twenty seconds the entire weekend. It was about dancing and music and living and friends and not really about advertising.
Here’s the proof:
And ten blog shout outs to anyone who guesses correctly what music instrument this is supposed to be:
So thanks to Hobart Birmingham, Jacqui de Borja, Anne Hurty, Chris Spencer, Spencer Larson, Travis Pfeifer, Noah Roper, Chris MacNeil, Sean Carroll, Chase Madrid, Kristina Krkljus, and many other desert dancers for both helping me forget about work and inspiring me to do better work last weekend. Justin and Allyson, Coachella love to you and I’m sad you weren’t there this year but there’s always next year!
And now, back to work. We just got briefed on something new, and it looks like I’ll be taking this lali lesson to heart while working over Easter weekend.
PS For those who no-chellaed it, here’s the playlists I made for the weekend. And let that inspire you :)