A$AP Rocky Event [photo: The New York Times]

A$AP Rocky Event [photo: The New York Times]

Lincoln Center Spiegeltent Installation [photo: Broadway.com]

Lincoln Center Spiegeltent Installation [photo: Broadway.com]

asap rocky

EXPERIENCES + INSTALLATIONS

Tipograph has been contracted as an immersive theater brand activation director and/or writer, experiential marketing:

[2019]

Writer and Director of the Adobe experiential marketing activation for Giant Spoon, based on original concepts by GS, Adweek’s #1 Agency of the Year 2019. An immersive theater event with a constant influx of thousands of attendees at Adobe Summit in Las Vegas, it celebrated the 25th anniversary of the digital ad by bringing to life the era’s offices and stores. 3 month project.**

**Voted Ad Age’s Best Experiential Marketing of 2019

// AdWeek TheDrum

[2018]

Ross was Co-Producer and Co-Writer of the experiential activation “Lab Rat,” a performance art album launch event of Grammy-nominated artist A$AP Rocky live streamed on YouTube to over 1M viewers. In collaboration with the SFX teams behind Broadway’s Frozen and Harry Potter. Thru Remarkable.

// New York Times WWD Billboard

Ross was Writer, Director, Producer, and Choreographer of the immersive theater experience “Fairgrounds” Off-Broadway for up to 1,600 roaming audience members per show at 13 shows a week, attracting 290,000 auds over 4 months. A creative expansion of the Big Apple Circus brand. Thru Remarkable. New York Times Critic’s Pick.

Ross was Creative Producer and Programmer of an interactive photo-op installation at Lincoln Center. He imported a 2,700 squ ft European spiegeltent, added social media friendly trapeze, lyra, and calliope designed by Matthew Buttrey (Broadway’s Beetlejuice) and, as its booker, programmed it as a performance space featuring Tony winners, rising comedians, burlesque acts, and celebrity visitors. Thru Remarkable.

Ross was Creative Producer of the NYC premiere of A.R.T.’s and Tony winning director Michael Mayer’s “Warholcapote” at Sotheby’s with a site-specific staging surrounded by original Warhols. Featuring Tony winner Roger Bart and written by Rob Roth in collab with The Warhol Foundation. It was Sotheby’s first play. Thru Remarkable.

[2013-2017]

Ross was the Creator, Writer, Director, Music Supervisor, and Producer of the New York and Los Angeles social experience 8Players, a series of public ticketed shows and privately commissioned brand events acclaimed by The Village Voice and New York Times. Of the thirty 8P shows, five ran for several years at The Gym at Judson, libraries, lounges, and unused spaces featuring cast and crew of You Me Bum Bum Train, Blackout, Sleep No More, Simon Huck’s A. Human, and TV’s Broad City.

[2013-present]

Developed and commissioned work includes for:

  • The Future of Storytelling Summit, 500 guests;

  • early work on Scarlet Night for Richard Branson’s Virgin Voyages thru Rmrkbl;

  • Jagermeister;

  • Grindr;

  • TBS;

  • Bret Easton Ellis;

  • a VR/AR experience for Nokia;

  • consultant on PartnerPlay from the creator of Timehop

  • consultant on StoryCourse from Adam Kantor (Band’s Visit), Brian Bordainick (Dinnerlab), Benj Pasek (La La Land)

“A$AP Rocky was thinking outside of the box by putting himself inside one; ‘Lab Rat’ served as commentary on the screen-obsessed culture of today. Guests filmed the rapper on their screens, as fans watched the happening on their computer and phones, thanks to a live stream of the event on YouTube. A$AP Rocky was like a zoo animal enclosed in a cage, surrounded by gawkers, a feeling that is surely commonplace amongst celebrities.   

At the end of the day, just as Jay-Z, Kanye West and Solange did before him, A$AP Rocky used performance art as a clever marketing platform. During the event, he unveiled the new sneaker that’s a result of his collaboration with Under Armour; the clothes he wore were designed by one of his favorite designers, Calvin Klein’s Raf Simons; and when it wrapped, he revealed the cover art for “Testing,” which supposedly drops this Friday and shows silhouettes of the heads of A$AP Mob in a circle. Watching ‘Lab Rat’ certainly was more entertaining than your typical record release party.”

— Forbes