AXE Stage Pass lived in the Walmart.com ecosystem and was the central hub where all AXE Stage Pass content could be accessed. The team designed the responsive site to resemble a social feed, so users would be accustomed to exploring unique videos in a long scroll.

Live performances and interviews were featured alongside product imagery and purchase opportunities for AXE deodorant/body spray and Dierks’ new album Black. 

Previously featured artists remained on the page, presented in reverse chronological order. All AXE Stage Pass artists could be accessed from any screen with the navigation menu.

To support the launch of new AXE Stage Pass artists, dozens of paid media banners and in-store ads had to be created in a myriad of sizes and formats. The team had the task of supporting both the artist and products in one ad along with promoting the retailer and driving purchase.

AXE Stage Pass received a large social campaign with each artist release. Each artist has their own unique flavor and style, and I encouraged my team to find the essence of that style and find how it relates to the product. Dierks had a hit single "Somewhere on a Beach", so our team set out to the local beach to shoot the product in a fun, breezy environment to match the casual feel of the song. Other important factors in the campaign were a strong push to be relevant to the artist while still encouraging the purchase and cross promotion of AXE. Below are some of the animated assets that were created using stop-motion techniques or video footage captured at the Dierks Bentley concert. These assets were displayed on AXE and artist social channels as well as top influencer sites.

With every new AXE Stage Pass artist comes a new set of performances captured at unique and exciting venues. Country superstar Dierks Bentley performed his latest hits to a standing room only crowd at George's Majestic Lounge in Fayetteville, AR. My team and I designed all the in-house branding for the show, including pop-up banners, signage, tent cards, crew t-shirts, gobos, step and repeats, posters, stage banners and flyers. On-site, we ensured that all the concert goers were treated to a once in a lifetime event, with an exclusive meet and greet with Dierks himself followed by the big show. My team was responsible for on-stage branding and providing creative input for the final cut of the video.

Before each performance, our team would craft compelling interview questions to gain insight on what makes these artists unique. Using their stories as inspiration, we'd craft stylized animated videos, reflective of each artist's personality. By creating a unique interview video, we set them apart from the other content available and added an element of exclusivity available only to AXE and Walmart. The videos lived on the AXE Stage Pass website along with the featured artist’s other performance and interview videos. Below are the animated videos my team created for Dierks Bentley, Charlie Puth and Nick Jonas. 

AXE Stage Pass was easily one of the most ambitious, harrowing and enjoyable programs I executed. My talented team of Jason Contreras, Mike McFarlane, Kate Mock, Ariel Steinglass, Peter Smick and Erin Foote made this project incredibly rewarding to work on. We worked long hours with insanely short timelines to create a cohesive, compelling program that saw great results for our client and the artists involved.