Companies are striving to embody a multicultural approach to promote brands. As companies continue to reach the masses, marketing teams are incorporating technologies such as sensory implementation, VR, and data capture through social media initiatives like instagrammable experiences and scenic art installations. While brands are seeking to attract a greater pool of consumers, people are being exposed to advertising messages that evoke emotions. And in this new digital age, people are unconsciously submerging themselves in engagement through physical interaction and diversified brand representations.
Visual artistry is now the new advertising. Professional artists across the globe are acting as creative directors because they have a unique way of creating tangle brand experiences through what is called “fabrication and scenic design”. People who specialize in sculpting, welding, painting, woodworking, carpentry, and 3D are now pioneering the ad world as it relates to consumers physically engaging with brand messages. Experiential marketing was birthed through artistry and it will continue to evolve as more creative inventions are coming to life.
I see myself continuing to evolve through this industry by creating impactful moments and providing the “fun” element of engagement and visual scenic artistry. As a black woman, I have more platforms available to bring my perspective on how companies can increase reach through creating in color. The out of home marketing industry has shifted to a more digitally immersive platform and our experiential portion of the industry is being highlighted through art. Now more than ever, industry experts have the power to connect communities across the globe through art experiences and initiatives. Being a women of color, companies are counting on us to provide insightful tools to allow them to carefully and thoughtfully attract new attention through what is important to us.
Tamika is an expert in transforming brand experiences and taking their event to the next level. She specializes in creative design, custom props/ scenic fabrication, and installations. Need help creating an amazing brand experience? Stop what you’re doing and check out Illumivation Studios.
