Middle Waves Music Festival

Community leaders and municipalities in a midsized, midwest town had ambitious development plans, seeking buy-in from residents. A survey revealed that locals desired amenities but lacked confidence in their community's potential. Enter the Middle Waves Music Festival—an initiative designed to unite and inspire the community.

Through a well-crafted visual identity, brand messaging, and compelling video content across digital, social, outdoor, and television channels, we generated awareness and excitement for the event. Strategic brand partnerships with regional favorites like Lagunitas, Trader Joe's, and FoxSea Skin brought experiential pop-ups to life. Featuring a stellar lineup with The Flaming Lips and Lizzo, the festival became a pride-inducing celebration that encouraged residents to dream big.