The Objective:
Reignite awareness and anticipation for the return of SOMETHING IN THE WATER, the multi-day music festival and cultural experience founded by Pharrell Williams, while reinforcing its mission to spotlight Virginia Beach talent, unite communities, celebrate diversity, and empower local youth and small businesses.

The Approach:
As the driving force behind the festival’s marketing since its inaugural year in 2019, I led the development of a social-first storytelling campaign centered on an intimate conversation with Pharrell Williams. The resulting video explored the inspiration behind SOMETHING IN THE WATER and its deep connection to Virginia Beach, using authentic visual and audio storytelling to convey the festival’s cultural significance, community impact, and creative vision.

The Results:
The campaign successfully reinforced SOMETHING IN THE WATER’s identity as a purpose-driven cultural event, generating renewed excitement for its return and strengthening emotional connection with fans, artists, and the local community. By placing mission and storytelling at the center of the marketing, the work underscored the festival’s role as both a global music destination and a meaningful platform for cultural and economic empowerment.