TikTok x Taylor Swift: The Life of a Showgirl Activation
With just three weeks on the clock, we teamed up with GLOW and Done+Dusted to usher in Taylor Swift’s latest era, The Life of a Showgirl, right in the heart of Los Angeles.
The mission: build a full-blown, TikTok-sponsored fan activation inspired by Swift’s “The Fate of Ophelia” music video, complete with glamorous sets, cinematic moments, and enough sparkle to light up Westfield Mall — and inspire West Coast Swifties to light up TikTok.
Naturally, we said, “No problem.” Because when Taylor Swift calls for you on the megaphone, you start sprinting.
The Experience
The activation featured five distinct sets, each designed and engineered to foster TikTok trending moments:
Life of a Showgirl Theater Marquee
The velvet-curtained entrance to the experience set the stage for Swifties to act out their own “waiting by the stage door” moments.
Two Pre-Raphaelite Forest Scenes
#mood: we created atmospheric woodland vignettes straight out of the Shakespearean tragedy, and near replicas of those in the opening to Swift’s music video.
The Dressing Room
This nostalgic, backstage showgirl moment felt rich and authentic, complete with Swiftian Easter eggs for the true fans (snake arm bands, anyone?)—thanks to a treasure hunt for props, sourced across local second-hand shops and late-night eBay victories.
The Gallery Wall
A curated corridor launching Swift’s Life of a Showgirl imagery, hot off the press. Elegant, bold, and perfect for anyone needing a new profile picture.
The Curtain Call
Bright lights beamed onto a bold, red-draped stage where fans could channel their inner Taylor and live their showgirl dreams in a spotlight that didn’t judge their dancing.
The Build
Three weeks. Five sets. One very determined collaborative team fueled by unbridled optimism. We created all of the graphics in-house following the Life of a Showgirl style guide, including the huge ceiling graphic that could be admired from the second floor of the mall. Additionally, lighting, both internal and external, was crucial to nail to ensure picture perfect moments day and night.
Encompassing the 8,000 sqft main atrium space of the Westfield Mall, compact, efficient, and endlessly photogenic. Every inch was planned and built to withstand crowds, camera flashes, and the occasional overenthusiastic re-enactment of a music video moment.
Keep it 100
Stylish. Swift-inspired. TikTok-forward. And genuinely fun.
This project was an absolute delight, one of those builds where the collaboration is smooth, the ideas are bold, and the fans’ reactions make every late night worth it.
Another win with our friends at GLOW, a team we gladly pledge allegiance to! On to the next one.
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