Vax Live signals the opening of SoFi Stadium in Los Angeles for the first time. This was the first large-scale music event for a Covid-compliant audience in the United States since the nationwide closedown in early 2020. Over 27,000 frontline workers attended in person while it aired globally to an estimated audience of 1 billion viewers via YouTube, ABC, CBS, & FOX.
Our creative approach was to extend a gesture to the audience of frontline workers: to open arms & give the audience a metaphorical hug. We also wanted to pack a punch with a bold statement LED screen. Complimenting the curved screen was a circular stage that further extended the iconic Global Citizen brand.
"This is a f*cking rock concert!" — Dave Grohl, Foo Fighters frontman