Heineken and the Life and Brand Group conceived the Arise concept, a vision to incubate and represent culture across music, fashion, art, and design, culminating in four city experiences. We were initially brought on board for production support, but as our role expanded, the real fun began. From design to immersive visual sets, we brought the 2D creative of the campaign to life, transforming it into a dynamic party experience. This included everything from a run-down steel factory featuring Tobe Nwigwe (USA) to a beach club and an urban square. We believe in serious fun with every project—after all, joy is strength.