AdVection
For AccuWeather's debut at New York Advertising Week, AccuWeather wanted to create an engaging way for guest to experience the weather. The name AdVection comes from "advection fog:" a type of fog that moves horizontally over a surface. This resulted in the idea of moving guests through an indoor weather experience. Guests would enter through a storm and fog room and into a sun room. Color, sound and lighting was used to create the effects and feelings of the chosen weather in each room. The event helped to further expand AccuWeather's global advertising presence.
Created in collaboration with Victoria Dickson, Brandi Renyolds, Lauren McFadden, and Ashley Thurston-Curry
SERVICES:
Brand Development, Event Coordination, & Web Design
CLIENT:
AccuWeather
Website:
advection_event.com
The Event
The four-hour event featured rooms with artificial fog and rain leading guests into a large, branded, sun room. The fog and rain room featured low-lying fog and hanging cloud installations which rumbled with thunder as guests moved about the venue. The sun room featured the main bar, DJ, high-top seating, and a photo booth.
Photo Booth
A photo booth was installed which allowed guests to take and upload animated gifs directly to their social media profile. A vinyl gradient backdrop was installed on the wall behind the photo booth and cotton clouds were suspended from the ceiling.
Digital Messaging & Wayfinding
A clean dictionary design style was created to tie the scientific elements of the event with the advertising nature of the event. The blue and gray gradient was used for the rain room collateral, while the orange and cream gradient was used for all sun room collateral. Both gradients were mixed together for the promotional and wayfinding materials. An email invitation was sent to all guest that linked to a website that allowed guests to RSVP and receive further information on the event.
Cocktails & Hors d’oeuvres
Signature cocktails and hors d'oeuvres were served in each room. The rain room featured the Stratus: a rum-based cocktail which, true to it’s namesake, used dry ice to create a cloud-like appearance. Hors d’oeuvres included a boba and cotton candy raincloud and fruit infused gelatin. The sun room featured the Sun-Dog, a variation on a tequila sunrise. Hors d’oeuvres included mini tacos and sunflower-shaped hummus and rosemary crackers.
