TH teamed up with DETAILS Magazine to produce Details@Midnight, the magazine’s epic annual Coachella party. Troops of partygoers were shuttled to a posh private residence filled with desert-inspired decor elements. Colorfully lit teepees and glowing orbs filled the outdoor space as guests enjoyed desert-themed silk-screening t-shirt stations, Goonies movie screenings, food trucks and a digital social photo booth. Specialty cocktails and tequila-infused ice cream were available to guests at two Patron-sponsored bars disbursed among dancing attendees raving to the sounds of Brendan Fallis & Hannah Bronfman, The Knocks and a surprise guest performance by RAC. VIPs and celebrities were chauffeured to the event in Lexus vehicles where they partied poolside in the VIP area.

1 activation day
1,675 consumer attendees
575 silk-screened t-shirts
500+ uses of the event hashtag