Gilead Sciences: Freddie Party New York (2026)

Client: Gilead Sciences
Location: Brooklyn, NY

Gilead’s Care for the Culture campaign is a global effort to make sexual health and awareness a priority. Partnering with Freddie, the event took place at Elsewhere in Brooklyn, New York. The night was jam-packed with activations and experiences, while making HIV-awareness and prevention a part of the conversation. Celebrity talent and artists included: Shygirl, Naomi Smalls, Monét X Change, Crystal Methyd, Jorgeous, Detox, SG Lewis, DJ Miss Milan, Bridge and more!

Assignment:

Make HIV-awareness and prevention a part of the conversation with high-engaging activations and live experiences

Involvement:

Transformed Elsewhere Brooklyn with my partners at The Unicorns and Vega Earth to weave in the campaign’s Care for the Culture messaging into the free giveaways, premiums, fabrication, kiosk activations, photo booths, VIP lounges, and more! I worked closely with photographer Andre Perry to capture the spectacular event.

Achievements:

The live event sold out in 24 hours via the Freddie Party RSVP ticket link! With over 2,100 party attendees, diversity was truly reflected with over 81% of the attendees identifying as either Black and/or Latino. The kiosks and the photo-booths had 92% total utilization, generating photos and keepsakes that drove organic reach on social media beyond the event day.