TAKIS AT ELECTRIC FOREST: BRAND ACTIVATION PHOTOGRAPHY + SOCIAL VIDEO
300+ social assets at a 40,000-person festival.Real-time delivery. Content that reached millions.
CLIENT: Takis (via Mundos Group)
PROJECT: Brand Activation Photography + Vertical Video Content
EVENT: Electric Forest Music Festival 2024
LOCATION: Rothbury, Michigan (Double JJ Resort)
ROLE: Solo Photographer + Content Creator
DELIVERABLE: 300+ edited assets (photography + vertical video) for social media, delivered in real-time during festival
OUTCOME: "They loved it." Content posted to Takis' official Instagram and TikTok, reaching millions of followers. Primary visual documentation of Takis' successful Electric Forest activation.
the stakes
About Electric Forest 2024
Electric Forest is one of the Midwest's premier music festivals and cultural experiences. Held June 20-23, 2024, at Double JJ Resort in Rothbury, Michigan, the sold-out 12th annual festival drew an estimated 40,000-50,000 attendees for four days of music, art, and immersive experiences in the iconic Sherwood Forest.
Known for its diverse lineup featuring electronic music, jam bands, hip-hop, and more, Electric Forest combines top-tier performances with art installations, light shows, and interactive experiences that create a magical, Instagram-worthy atmosphere.
Electric Forest is known for its strong sense of community, inclusivity, and the "Forest Family" atmosphere where people from all walks of life come together to celebrate music, art, and nature.
About Takis
Takis is one of the most recognizable snack brands in the world, known for their bold, intense flavors and vibrant brand personality. With a strong presence in experiential marketing and youth culture, Takis activates at major music festivals to connect authentically with their passionate fanbase.
What this means:
When you're documenting a brand activation at a 40,000-person sold-out festival with real-time social media delivery requirements, you're not just "taking photos of a booth."
You're creating content that proves ROI, drives social engagement, and captures authentic consumer connections.
THE BRIEF
For Electric Forest 2024, Takis needed comprehensive brand activation documentation, both photography and vertical video content, to power their social media campaigns and demonstrate the success of their festival presence.
Project requirements:
✓ Real-time content delivery for live social posting during the festival
✓ Vertical video specifically formatted for Instagram Reels and TikTok (9:16)
✓ High-volume photo coverage capturing brand visibility and authentic attendee engagement
✓ Solo shooting efficiency across 10-hour days in a fast-paced festival environment
✓ 24-hour turnaround for edited content deployment
I was hired by Mundos Group to be Takis' solo photographer and content creator for two days of the four-day festival, capturing the energy, engagement, and success of their brand activation.
THE CHALLENGE
Capture Festival Energy + Create Social-First Content in Real Time
The Agency owner needed a photographer/content creator who could:
Shoot both stills AND vertical video for social media
Not just photography, creating platform-specific content formatted for Instagram Reels and TikTok (9:16 vertical video)
Deliver content in real time during the festival
Takis' social team wanted to post live during the event, requiring immediate delivery of edited photos and videos
Document brand activation
Giant inflatable Takis character, branded booth, product sampling, games, photo ops, brand ambassadors, and thousands of attendee interactions
Capture authentic festival energy
Fast turnaround for immediate use across website, marketing, and recruitment campaigns
Ensure brand visibility in every shot
Takis branding needed to be prominent and clear in all content
Why This Was Complex
A. Outdoor Lighting Challenges
Summer festival photography means harsh midday sun, long shadows, rapidly changing light conditions, and unpredictable weather. Electric Forest 2024 experienced severe weather, including storms and venue evacuations, adding additional complexity to outdoor shooting conditions.
B. Fast-Paced, Spontaneous Environment
Festivals are constant motion. Attendees move quickly between stages, activations, and experiences. Capturing authentic moments required anticipation, quick reflexes, and strategic positioning.
C. Crowd Management in Busy Festival Spaces
With 40,000+ attendees, getting clear shots of the Takis activation without cluttered backgrounds or obstructed views required patience, timing, and creative angles.
D. Ensuring Brand Visibility
Every shot needed to clearly show Takis branding—the giant inflatable character, booth signage, product packaging, branded materials. This wasn't just event photography; it was brand marketing content.
E. Capturing Authentic Engagement, Not Forced Poses
Takis wanted real festival-goers genuinely enjoying the activation—trying products, playing games, taking photos with the inflatable character. Authentic joy and excitement can't be forced; it requires documentary-style observation and a keen eye for memorable moments.
F. Vertical Video for Social Media
Creating vertical video (9:16 aspect ratio) specifically for Instagram Reels and TikTok required shooting with mobile-first platforms in mind, tight framing, dynamic movement, and engaging moments that work in short-form social content.
G. Real-Time Delivery During the Festival
Takis' social team wanted content during the event for live posting. This meant editing and delivering photos and videos between coverage shifts, working while the festival was still happening.
H. 10-Hour Coverage Days in Summer Heat
Shooting continuously for 10 hours per day, two days in a row, in summer heat and festival conditions requires physical stamina, mental focus, and equipment management.
And I loved it!
Festival brand activations combine everything I love about photography: authentic human moments, vibrant energy, creative problem-solving, and immediate impact.
THE APPROACH
How I Solved It: Documentary-Style Solo Shooting + Social-First Content Strategy
This project required multi-platform content creation, blending traditional event photography with social media-native vertical video, all delivered in real time during a major music festival.
Phase 1: Pre-Event Coordination with the Agency
Before the festival, I worked with the Mundos Group agency owner to understand:
Takis' activation goals:
What were they trying to accomplish? (Brand awareness, product trial, social media buzz)
Priority moments:
What mattered most? (Inflatable character interactions? Product sampling? Games? Crowd energy?)
Content specifications:
Photo formats? Vertical video specs? Real-time delivery workflow?
Social media strategy:
What makes content shareable on Instagram and TikTok?
Phase 2: Solo Multi-Platform Content Creation
My approach: Capture authentic festival energy while creating platform-specific social content.
What I Captured:
✓ Brand Activation Booth: Setup, design, visibility, and how it stood out in the festival environment
✓ Giant Inflatable Takis Character: The hero element of the activation, photographed from multiple angles showing scale and festival integration
✓ Attendee Engagement: Festival-goers interacting with the brand: trying Takis products, playing games, taking photos with the inflatable, receiving samples
✓ Brand Ambassadors in Action: Takis staff and talent working the booth, handing out products, engaging with attendees
✓ Crowd Energy and Festival Atmosphere: Authentic summer festival vibes, diverse attendees, genuine joy and excitement
✓ Product Moments: Takis being consumed, distributed, displayed, showing product in action
✓ Wide Variety of Festival-Goers: Diverse demographics engaging with the brand, demonstrating Takis' broad appeal
Phase 3: Real-Time Content Delivery
The workflow:
Morning shoot: 10 AM - 12 PM (capturing booth setup, early attendees)
Midday edit: 12 PM - 2 PM (quick cull, edit priority images, deliver to Takis social team)
Afternoon shoot: 2 PM - 8 PM (peak festival hours, high-energy coverage)
Evening edit: 8 PM - 11 PM (full edit session, prepare next day's delivery)
Delivering content in real time allowed Takis to post live during the festival, maximizing social media engagement and capitalizing on event momentum while it was happening.
Technical Execution
Photography:
Documentary + directed mix: Capturing spontaneous moments while occasionally guiding interactions for optimal composition
Fast shutter speeds: Freezing motion in dynamic festival environment
Wide + tight coverage: Establishing shots of the activation + close-ups of authentic engagement
Brand visibility focus: Every photo includes clear Takis branding (inflatable, booth, products)
Vertical Video :
Mobile-first framing: Composed specifically for vertical phone screens
Short, dynamic clips: 5-15 second moments perfect for social media editing
Authentic festival moments: People laughing, dancing, trying products, engaging with brand ambassadors
Strong visual hooks: Colorful branding, energetic movement, genuine expressions
Lighting Strategy:
Natural light: Working with summer sun, finding shade when needed
Minimal flash: Kept festival atmosphere authentic
Golden hour priority: Capitalized on softer light early morning and late afternoon
Equipment Management:
Solo operation: Camera + gimbal for video, fast lens changes, mobile backup for vertical video
Backup systems: Multiple memory cards, battery management for 10-hour days
Weatherproofing: Storm preparation (Electric Forest experienced severe weather)
THE DELIVERABLES
What Takis and Mundos Group Received:
✓ 500+ edited photo assets: High-resolution images ready for social media, website, and marketing
✓ Vertical video clips (9:16): Platform-optimized for Instagram Reels and TikTok
✓ Real-time delivery during festival: Content available for live social posting
✓ Brand activation success documentation: Proof of ROI for internal stakeholders
✓ Diverse content variety: Wide shots, close-ups, product moments, attendee engagement, brand ambassadors
Content Use:
Takis Instagram: Photos and vertical videos posted to Takis' official account
TikTok: Short-form vertical video content
Website & Marketing Materials: Brand activation success documentation
Agency Reports: Demonstrating ROI and activation success for Mundos Group
Real-Time Social Posting: Content used live during the festival for maximum engagement
THE RESULT
What makes this a "content engine" and not just "a video project"?
Client Feedback:
"They loved it." The Angency and Takis were thrilled with the content, and my photos and videos became the primary visual documentation of Takis' successful Electric Forest activation.
The broader impact:
My content reached millions of followers on Takis' official Instagram and social channels, driving engagement and proving the activation's success.
WHAT THIS PROVES
Lesson 1: Festival activations require specialized expertise.
Electric Forest is a sold-out, 40,000-50,000 person festival, one of the Midwest's premier music events. Shooting in this environment requires:
- Festival expertise (navigating crowds, working with unpredictable lighting)
- Capturing authentic energy
- Staying focused during long coverage days
This isn't "event photography." This is experiential marketing content creation that proves ROI and drives social engagement.
Lesson 2: Social-first content creation is multi-platform.
CPG brands need versatility. I delivered:
- Traditional photography (high-res, publication-ready)
- Social media-native vertical video (9:16 for Reels/TikTok)
- Platform-optimized content designed to be shareable and engaging
Understanding what performs on social platforms is as important as technical photography skills.
Lesson 3: Real-time delivery capitalizes on event momentum.
Brands want to capitalize on event momentum while it's happening. Delivering content in real time during the festival allowed Takis to:
- Post live, maximizing social media engagement
- Prove the activation's success immediately
- Ride the wave of festival buzz
This is only possible with efficient solo shooting + fast editing workflows built over 20 years.
Lesson 4: Authentic engagement beats staged content.
Takis specifically wanted real festival-goers genuinely enjoying the activation, not forced poses or staged moments.
Documentary-style observation, anticipating peak moments, and capturing authentic joy requires:
- A keen eye for memorable moments
- Respect for the festival experience (not disrupting it)
- Understanding what "real" looks like vs. "performed for camera"
WHAT I'M MOST PROUD OF
1. The Festival Challenge
Electric Forest is one of the most talked-about festivals in the music scene, selling out within hours. Being trusted to document Takis' brand activation solo at an event of this scale was a significant professional milestone.
2. Brand Voice + Prompt Systems
Electric Forest is known for its strong sense of community, inclusivity, and "Forest Family" atmosphere. Capturing that spirit, the genuine joy, the diversity of attendees, the authentic brand interactions, was incredibly rewarding.
3. Solo Production at Scale
Working solo at a major festival requires anticipating moments, moving efficiently through crowds, and documenting brand activations without disrupting the experience. Every shot needed to count.
4. Research + Brief Builder
Photos and videos were posted to Takis' official Instagram and social channels, reaching millions of followers. Seeing content go live and drive engagement validates the quality and effectiveness of the work.
THE BROADER LESSON
Festival brand activations are about more than product sampling, they're about creating memorable experiences.
When you're documenting experiential marketing, you need:
Multi-platform expertise (stills + video, traditional + social-native)
Real-time delivery capability (capitalize on event momentum)
Authentic engagement capture (documentary style, not staged)
Solo efficiency (10-hour days, fast turnaround, no crew overhead)
Brand visibility focus (every shot proves activation success)
That's what 20 years of experience delivers:
The ability to shoot solo at a 40,000-person festival, deliver content in real-time, and create social media content that reaches millions, all while capturing authentic human moments that prove the activation worked.
Need Brand Activations Photography + Social Video that buildes trust, ediucates patients, and fills your schedule?
Whether it's music festivals, sporting events, or brand presence at major cultural gatherings, let's talk about creating experiential marketing content that proves ROI and drives social engagement.
Just a conversation to see if this fits your goals and your workflow.
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