CREATIVE STRATEGY, ART DIRECTION
CLIENT: Demi Lovato x Refinery29
Drive awareness for the release of Demi Lovato’s biographical documentary, “Simply Complicated”,
through an impactful experience at 29Rooms LA that amplifies Demi’s messages of strength, courage, and perseverance.
Demi Lovato’s tattoos have become a signature element of her brand; each one tells a story of personal struggle and serves as a visual reminder for her, and her fans, to be strong in the face of any obstacle.
The Power Parlor was a reimagined tattoo shop that gave 29Rooms attendees the opportunity to adorn themselves with images of strength and courage. In the room, guests were invited to browse through some of Demi's most iconic inks and receive these as temporary, airbrushed tattoos by the Power Parlor Artists.
Through this experience, Demi's message of resilience carried beyond the walls of 29Rooms as guests walked out with a special reminder to stay strong and move forward in the face of any challenge.