The Challenge
To mark what would have been The Notorious B.I.G.’s 50th birthday, Warner Music Group and ProtoGem wanted to create a fan experience that felt bold, immersive, and worthy of a cultural icon. The vision was to blend tech, music, and design to honor Biggie in a modern, unforgettable way.

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Our Approach
We partnered with ProtoGem and WMG to bring that vision to life, leading brand identity design and experiential creative from concept to execution. Our contributions included:

• A custom brand identity for the Biggie at 50 celebration
• Visual design for on-site installations and event materials
• Production of immersive environments, anchored by a life-sized Biggie hologram
• Creative direction for interactive fan touchpoints

Held at Lincoln Center, the event included an orchestral tribute and performances from DJ legends Clark Kent, Stretch Armstrong, Rich Medina, and Tony Touch—plus appearances by Voletta Wallace, CJ Wallace, Fat Joe, Angie Martinez, and more.

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Key Deliverables

• Brand identity system
• Hologram design integration
• Experiential buildout and motion assets
• On-site creative and production

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The Impact
The event was a surreal and powerful tribute to Biggie’s influence, with earned media coverage from outlets like Vibe and unforgettable moments for fans and family alike. Our work helped turn a birthday celebration into a generational homage—fusing legacy, sound, and storytelling through design.