Shea Moisture at Essence Festival
Shea Moisture tapped Elation Digital to bring something truly memorable to the Essence Music Festival — and we delivered a full suite of photo and video experiences that had attendees lining up for three straight days.
We created a Matrix-style 120° photo experience that let festival-goers step into a multi-angle freeze-frame moment — the kind of shareable content people actually want to post. Alongside it, we built a retro Polaroid-style photo booth with custom branded messaging baked right into every print, giving participants a physical keepsake tied directly to the Shea Moisture brand.
To pull crowds in before they even reached the booth, we designed and deployed a dynamic attraction loop — a high-energy display running Shea Moisture’s brand messaging on repeat, turning heads across the festival floor and driving a steady stream of participants to the stand.
We also ran a Social Wall that displayed live user-generated content in real time, amplifying the energy at the booth and encouraging more people to participate so they could see themselves featured on screen.
Every photo capture was connected to an email collection flow, seamlessly gathering opt-ins as part of the experience — no separate sign-up form, no friction.
Over 10,000 photos were taken across the three-day festival. Social sharing was exponential — every photo capture put the Shea Moisture brand in front of audiences well beyond the festival floor. The email collection integration pulled in 15,000 email addresses over the course of the event, making it one of the brand’s highest-performing event activations.
Interested in building something similar? Explore our 360 Photo & Video Experience or check out how experiential marketing can turn your next event into a brand growth engine