Conceived and executed a year-long social media and PR campaign around Taylor Swift's Eras Tour stop at Caesars Superdome, built around the fan tradition of trading friendship bracelets. The team created giant friendship bracelets that were hung on the stadium and photographed at 13 locations across New Orleans as part of a multi-phase social countdown to concert night — interspersed with "Know Before You Go" event information reveals.

The campaign required design approval from Taylor Swift's team, earned national media coverage, and was expanded to subsequent tour stops in Indianapolis, Toronto, and Vancouver through collaborative posts with each venue. Taylor Swift acknowledged the bracelets on stage during all three New Orleans performances and featured them in her recap Instagram post.