Riding the last vibes of summer, the annual Life is Beautiful Music and Art festival presented its sixth lineup in September of 2019 in Downtown Las Vegas. As one of the show's sponsors, Jack in the Box built a socially shareable space around the festival grounds called “Jack’s Playground” that plays into the "Instagrandmama" Baddie Winkle’s social aesthetic, while still encompassing the Jack brand. Of the numerous brand activations at Life is Beautiful, Jack's Playground had the most to see—a full set-up of flaming skee-ball, Jack's signature dipping sauce ball pits, curly fry swings, taco seesaws, a giant bacon slide and a whipped cream pavilion for Baddie.

 

Hatch was brought on to curate this event from conception through production. As the associate creative director on this project, I designed and rendered this playground as well as oversaw the install onsite. In addition to the ideation and execution of these elements, I also collaborated with fabricators and lighting vendors to successfully produce these designs. Pictured above are the renderings I've created and below are the outcome photos.