A CES launch on a $5,000 budget that put a startup in front of the world.
Lumativ was launching first-of-its-kind electroluminescent clothing technology and needed a launch that punched far above its budget, during CES in Las Vegas.
On a $5,000 budget (including room and board for staff), Carty orchestrated a launch event at Surrender Nightclub during a Steve Aoki set, hired brand ambassadors to showcase the product through the venue, created co-branded merchandise, and arranged product placement with Travis Barker.
It was the first time many had seen tech like it. The launch catapulted the brand's visibility and became a defining example of out-of-the-box, budget-smart marketing.
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