Roles
• Joshua Dacucos—Art Director
• Lexi Wood—PD
• Ryan Kasal—ECD
Problem to Solve
Hot Ones had built a fiercely loyal global audience and a reputation for breakthrough brand integrations—but as competition for attention intensified, the challenge became how to evolve the brand experience in a way that rewarded fans, expanded cultural relevance, and created new, premium opportunities for partners to connect meaningfully with that audience.
Solution/Rationale
Launch Hot Ones Live—a high-heat, high-engagement, in-person experience that translated the show’s signature tension and entertainment into a shareable, event-based format. It proved Hot Ones could scale beyond screens, drive foot traffic, fuel cultural buzz, and offer partners (like Stella Artois) a premium real-world stage for activation.
HOT
ONES
Project/Campaign
Hot Ones Live
Navigation
Roles
• Joshua Dacucos—Art Director
• Lexi Wood—PD
• Ryan Kasal—ECD
Problem to Solve
Hot Ones had built a fiercely loyal global audience and a reputation for breakthrough brand integrations—but as competition for attention intensified, the challenge became how to evolve the brand experience in a way that rewarded fans, expanded cultural relevance, and created new, premium opportunities for partners to connect meaningfully with that audience.
Solution/Rationale
Launch Hot Ones Live—a high-heat, high-engagement, in-person experience that translated the show’s signature tension and entertainment into a shareable, event-based format. It proved Hot Ones could scale beyond screens, drive foot traffic, fuel cultural buzz, and offer partners (like Stella Artois) a premium real-world stage for activation.
1—Live Experience
The experience was precisely engineered to mirror Hot Ones’ trademark tension and pacing—reimagined for a live audience without losing control. More than spectacle, it proved the format’s ability to scale physically, deepen fan connection, and create new value for brand partners.
2—Set Design
Led set design and visual direction, blending Hot Ones’ signature aesthetic with Stella Artois’ brand elements to create a cohesive, high-impact environment. The result was a stage that felt both cinematic and immersive—enhancing the live experience, guiding audience flow, and reinforcing the brand at every touchpoint.
3—Social Amplification
Amplified the event’s impact by featuring guests like David Beckham and Ludacris, then extending its reach through their social presence.
Social content distribution across guest, attendee, and brand platforms turned a single-night experience into sustained cultural buzz—amplifying awareness, expanding reach, and building momentum for future Hot Ones Live events.
4—Sweepstakes
Integrated the Stella Artois sweepstakes as a strategic lever to drive anticipation and gauge audience demand for Hot Ones Live. With over 50,000 entries nationwide, the contest extended reach well beyond existing fans, attracted new audiences, and validated the brand’s ability to convert digital engagement into real-world interest—strengthening the case for future large-scale activations.
Retail grocery display unit designed to promote the sweepstakes and extend the Hot Ones brand into high-traffic, in-store environments.
