A3C Festival

A3C Takes Over the Internet with

The Trill World

The Scope

Creative Direction + Executive Production
VIP Booking + Management
Event Programming
Media Strategy
Brand Partnership Strategy

The Task

Develop a media-driven campaign that centers A3C - an annual Hip-Hop Festival showcasing the best legacy and emerging urban music talent.

The idea needed to maximize media coverage, encourage social engagement and incorporate VIP talent.

The Results

ABCS developed “Trill World”- an ABCS original event, influencer content campaign…and parody of MTV’s Real World.

Trill World encompassed the blurred lines between the IRL and social worlds. From pre-to-post event, our LIVE and pre-recorded content created impactful social media buzz, pioneering a NEW, tech-savvy take on a traditional media strategy.

Seven Influencers…picked to live in a house...and have their lives tapped…

…all while giving their social audiences LIVE, hilarious backstage intel into A3C and ATL culture-at-large.

ABCS casted personalities made for TV, and our film crew followed them from the festival activations and performances, to at-home VIP events. ABCS produced and edited the content into a post-event TV trailer, successfully landing media coverage across target lifestyle media outlets and blogs.

Talent Included: Ian Isaiah, Gitto, Brittany Sky, London Zhiloh, Freako Rico, Fucci, London Khilo, Kiara, I Am Zoe, Shabazz and more..

The Production

The Trill World home doubled as an invite-only festival respite, complete with cameras, content producers, filter-like lighting, F&B, confessional booths and VIPs to party with. Inspired by the festival line-ups, the 2016 activation creative leaned into the 90s [when the Real World premiered], while 2017 gave us the early aughts.

Given Trill Word’s social reach and content plan, ABCS provided significant ROI for brand and media partners Rush Card, Martell, Lugz, Heineken, D’usse, PAPER Magazine, MILK, and more.