Brand Moments, Desert Dreams: What Coachella 2025 Taught Us About Creative Campaigns
Every year I say I’m just going to “casually scroll” through Coachella content… and every year I end up deep in the rabbit hole, screenshotting oversized props, bookmarking brand activations, and whispering "genius" at my phone screen.
As someone who lives and breathes marketing campaigns, Coachella season is basically my Super Bowl.
Last month I wrote about the rise of oversized marketing props, and wow — Coachella understood the assignment.
From mega installations to micro-moments that sparked serious social buzz, the 2025 brand playbook was full of gems.
One standout? The Guess Jeans x Charli XCX party.
A triple threat collab with Coachella as the backdrop? Say less.
Charli served main pop girl energy (of course), and the whole thing felt like a fever dream in denim — intimate, exclusive, but packed with shareable, scroll-stopping visuals.
And the fact that Guess is leaning into this cultural moment with an unapologetically Gen Z pop icon? Very smart.
But honestly… Pinterest stole my marketing heart this year 📌
The Pinterest Experience was chef’s kiss branding:
In partnership with collage artist Ramisha Sattar, Pinterest launched a styling station open to everyone — not just the VIPs.
Festival-goers could pick a vibe based on Pinterest trend insights and work with stylists to bring it to life. The trends?
🎤 Freestyle Fits – oversized streetwear meets Y2K nostalgia
🎸 Stereo Punk – grungy, bold, all-black everything
💗 Main Pop Girl – pinks, glam waves, and headline energy
The magic wasn’t just in the styling — it was in the accessibility. While so many Coachella experiences are roped off or invite-only, Pinterest created something that felt welcoming, creative, and deeply on-brand. It was inclusive, community-led, and refreshingly real.
But Pinterest wasn’t alone in bringing big brand energy to the desert. Coachella 2025 really showed up this year — and I couldn’t help but take notes 👀
Here’s what stood out:
⛺ Camp Poosh
Kourtney Kardashian turned wellness into a nostalgic, elevated summer camp moment.
Heidi Montag performed (yes, that Heidi Montag), DJs kept the vibes going, and brands like Kerastase and Sprinter nailed the product placement. UGC gold.
🥃 818 Outpost
A retro desert lounge moment from Kendall Jenner’s 818 Spirits. Think signature cocktails, golden hour vibes, engraved Hydro Jugs. So smart from a content + community POV.
💧 Rhode Skin
No massive build. Just a sleek photobooth in the 818 space… and yet it was packed. A subtle reminder that smart placement beats loud branding when the product’s already viral.
🎮 Fortnite x Coachella
One of the most brilliant integrations I’ve seen — a fully immersive, in-game Coachella world. Bridging digital and IRL, especially for Gen Z? Huge move.
🍊 Aperol Piazza
Italian spritzes, live music, and the dreamiest visuals.
Honestly, Aperol always gets it right — they created a vibe madefor Instagram.
🧡 Sol de Janeiro’s Casa Cheirosa
Mini body sprays, tropical juice bars, and a sensory refresh moment? Heaven. A brilliant way to keep festival-goers smelling sweet while creating instant product-love.
Every year, these brands raise the bar. And every year, I’m reminded how impactful a well-thought-out creator moment can be.
Whether it’s about accessibility, aesthetic, or a full sensory takeover — Coachella is the stage where bold ideas shine.
Already counting down to see what they do next year 💭
