HUGO: Hugo House

2023

Coachella Creator Activation

Worked with Amplify on Hugo’s Gen Z–driven Coachella campaign, bringing Hugo House to life, a content-first takeover of a Palm Springs hotel designed for creators to shoot, share, and immerse in the brand.

The house hosted talent like Markell Washington and Chloe Cherry for a full VIP weekend, generating bold, joyful content that captured Hugo’s refreshed identity through a Gen Z lens.

  • People Dancing in a DJ booth surrounded by a colorful wall adorned with stickers and posters.
  • Two young women today in an indoor setting, one in a short top and patterned tights, and the other in a bikini top and long skirt, posing with relaxed expressions.
  • Young woman with shoulder-length reddish hair smiling outdoors near a modern building, with a hand in the foreground and subtitle reading "what it’s like meeting fans after telling them all that I shaved my head."
  • Group of women dancing and smiling in a room decorated with stickers and posters, with a DJ setup in the foreground.