CASE STUDY: NOSTALGIA – Levitate Music Festival Activation July 2025
Client: NOSTALGIA
Location: Marshfield, MA (Levitate Music Festival)
Industry: Cannabis / Experiential Marketing / Brand Activation
Engagement Type: Creative Direction & Event engagement design, Experiential Marketing , Event Production , Logistics & Execution
Timeline: 2-Day Festival, 10 days from planning to showtime
Background
Elevated Roots is a vertically integrated cannabis retailer located in the South Shore of Massachusetts. NOSTALGIA is a cannabis brand (created by Elevated Roots) centered around a retro-inspired identity, drawing heavily from 70s and 80s culture. The brand sought to bring this identity to life through a physical activation at the Levitate Music Festival, one of the largest multi-day music events in Massachusetts.
When The Weedaker Group was engaged, the goal was to design and execute a booth experience that would stand out in a crowded festival environment while remaining true to the brand’s nostalgic aesthetic. The festival was just 10 days away, and the client needed a plan to act on- fast.
The challenge was to create an immersive, on-brand environment that would attract attendees, encourage interaction, and generate shareable moments and drive foot traffic back to the retail locations.
Objective
Full execution partner from concept through on-site production with 10 days time. The primary goal was to design and execute a high-impact festival activation that translated the NOSTALGIA brand into a physical, interactive experience.
Key objectives included:
- Create a visually distinct, on-brand booth environment
- Drive attendee engagement and foot traffic
- Encourage photo-taking and social sharing
- Deliver a fully executed activation within a defined budget
- Manage full setup and breakdown logistics
Strategy & Approach
1. Creative Direction & Design
The Weedaker Group translated NOSTALGIA’s 70s–80s-inspired identity into a fully immersive booth experience for all concert goers and festival fans to engage with.
Key elements:
- A retro-themed lounge environment reflecting vintage aesthetics
- A custom-designed photo booth setup to encourage interaction
- Cohesive visual storytelling aligned with the brand’s nostalgic positioning
2. Experiential Activation
The activation was designed to maximize engagement and create memorable, shareable moments.
Key elements:
- Lounge-style environment inviting attendees to step into the brand
- Photo booth experience driving user-generated content
- On-site brand engagement through direct interaction with attendees
3. Logistics & Production
The Weedaker Group managed all logistical and production elements from start to finish.
Key components:
- Sourcing all materials and design elements
- Budgeting and planning the full activation buildout
- Transporting all materials via U-Haul
- Full setup and breakdown across the 2-day festival
RESULTS:
The Weedaker Group led the complete build and execution of the activation.
Execution included:
- Designed the full booth concept and layout
- Sourced and assembled all materials
- Transported and installed the activation on-site
- Managed the environment throughout the event
- Set up and broke down and all assets post-event
All elements were executed with a focus on brand authenticity, efficiency, and attendee engagement.
- Successfully translated brand identity into a physical experience
- 2-day festival activation successfully executed, delivered a polished activation within budget constraints
- Encouraged strong attendee interaction and engagement, Thousands of attendees engaged with the booth
- Created a standout activation in a high-traffic festival environment, high volume of photo interactions and user-generated content
Immersive Brand Environment – Brought a 70s–80s nostalgic aesthetic to life in a festival setting
Photo-Driven Engagement – Created a high-interaction activation through a custom photo booth experience
Full-Service Execution – Managed design, sourcing, transport, setup, and breakdown end-to-end
Efficient Production – Delivered a high-quality activation within a defined budget
Before & After
Before: A brand concept seeking physical expression at a large-scale festival
After: A fully realized, immersive activation that engaged thousands and brought the brand to life
