The Ask
To celebrate what would have been The Notorious B.I.G.’s 50th birthday, Warner Music Group needed a creative partner to help produce an unforgettable tribute. The project required high-impact visuals, tech integration, and a design system that respected Biggie’s legacy while pushing boundaries.

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The Approach
We partnered with Proto to produce the world’s first officially sanctioned Biggie hologram and led the creative behind the campaign rollout.

Our team developed the identity for the 50th celebration and handled all physical and digital creative assets surrounding the event.

From visual direction to experiential design, we brought Biggie’s impact into the present day.

Held at Lincoln Center, the event included an orchestral tribute and performances from DJ legends Clark Kent, Stretch Armstrong, Rich Medina, and Tony Touch. It also featured 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

• 4.8 million views across content
• Event featured by Complex, Hypebeast and more
• Positive press around creative execution and authenticity
• Campaign cited as a standout in legacy storytelling and event design