NYFW
IMG FASHION
PARTNER PRODUCTION LEAD
client + project
industry
Luxury, Fashion
when
November - December 2019 (Pre-Pro)
February 7th - 12th (NYFW)
February 13th - 28th (Post)
location
Spring Studios, New York City
type
IRL
Live Broadcast
Streaming
responsibilities
Account Management
Budgeting
Creative Management
Contracts & SOW
Custom Fabrication
Experiential Design
Event Production
Permitting
Print Production
Operations & Logistics
Onsite Management
Vendor Management
details
8 activation days
5 designer talks
300,000+ attendees total
8 client campaigns & 8 activations produced simultaneously
Where does one even begin when asked to explain what one did as a Partner Production Lead for NYFW?
To make it easy, if it wasn’t a show, then I produced it.
Never having produced a fashion show in my life, I approached this project the same way I approach any new project; head-on. After a briefing from The Shows production team of what they were doing, it was my job to bring The Sponsors creative visions to life. I worked with BLT&Co, the long-lived fabricator of NYFW along with RettBrothers, the lighting and design team for IMG. The three of us worked in tandem to fabricate walls, hang lighting, and produce an interactive experience. I again brought on my print producer to provide all of the branded assets.
As guests arrived, I cultured relationships with the clients, making sure they saw that their activations were visible, intriguing, and invigorating. Branded flasks came from Glenlivet. Full blow-outs were done by TRESemmé. Custom lipsticks, from Maybelline.
E! Entertainment was responsible for the live broadcast, so it was common to find me running up and down the back stairwell making sure their cables were successfully running from the truck parked out back.
During load-in, I was dressed in sneakers and my Steelers shirt. Once the clock struck show time, I was in a velvet Brooks Brothers suit ready for the camera.
There are no clocks in Spring Studios. After 18 hour days, I now know why.
