The ask

Camp Poosh is a weekend-long immersive experience hosted by Kourtney Kardashian and her lifestyle brand Poosh during Coachella Weekend 1. As the event’s official grocery delivery partner, Instacart showed up throughout the weekend, with its hero moment at the Saturday party for 1,000+ guests.

Drawing on Camp Poosh’s “Adult Summer Camp” theme, we were tasked with creating the concept and look and feel for Instacart’s activation, a space that brought together product sampling from 15 CPG brand partners with brand-building moments for Instacart.

The Creative

As lead Art Director, I built the creative around a nostalgic, chic Western general store tucked between campsites. We dressed the space like a film set, mixing authentic vintage camp props with custom felt pennants and Instacart brand moments, like grocery bags spilling over with snacks.

We also designed an interactive swag moment: “Instacart Supply Co.” canvas totes that guests customized with embroidered fruit and veggie patches. Equal parts camp craft and practical carryall, the totes gave attendees a way to make something their own and a place to stash their snacks and drinks.