When Cantu debuted at the ESSENCE Festival, they were the new kid among beauty giants. As the lead creative and executive producer of my agency, Show & Tell Creative, I set out to curate an experience that would break through the notoriously crowded space at the New Orleans Convention Center.

We introduced a fresh visual language for Cantu’s festival presence, a vibrant orange-and-yellow pattern that became the cornerstone of their summer tour design system. The look came to life both in our Convention Center footprint and the “Curls & Waves” rooftop pool party, a bespoke invitation-only experience that brough their “refresh” collection to life in an unforgettable way.

In both spaces we leveraged culturally-resonant talent to ensure brand messaging was communicated in an authentic way. From content creators and beauty scientists to a live performance by the Emmy-winning Syncopated Ladies, there were more endless share-worthy moments for guests to capture all weekend long.

Our results: Over 20,000 attendees were engaged, we won “Rookie of the Year” at their Sponsor Awards, and created a design and experiential playbook that shaped Cantu’s national tour strategy for seasons to come.

Client: Cantu Beauty
Agency: Show & Tell Creative
Role: Executive Producer & Creative Director