AMERICAN EXPRESS: CAMP FLOG GNAW

AGENCY

Momentum Worldwide - 2024

SKILLS

Experiential strategy

SUMMARY

In 2024, American Express partnered with rapper Tyler, The Creator to make a splash at his LA music festival, Camp Flog Gnaw. As a longtime Tyler fan, I was excited to craft a strategy that would resonate with CFG’s uniquely devoted crowd.

Unlike other festivals, Camp Flog Gnaw is a living, breathing extension of Tyler’s offbeat artistry—part carnival, part concert, part fashion showcase. Fans don’t just attend; they immerse themselves, cosplaying his eclectic world. We knew Amex needed to show up in a way that didn’t just nod to Tyler’s universe—it had to enhance it.

Enter the Sir Baudelaire Hotel, a Wes Anderson-inspired imprint nodding to Call Me If You Get Lost. It was both a fan-favorite photo op and a classic Amex service hub, offering merch customization and free item shipping so fans could stay light and hands-free.

The activation was a hit, with hundreds of fans in line all weekend long.