Following her initial teaser trailer for Cowboy Carter, I developed an augmented reality concept on TikTok. This AR effect recreates the billboard featured in the trailer, allowing users to place a realistic replica of the billboard anywhere in their environment. With this AR effect, users can experience the excitement of seeing Beyoncé’s billboard in their own surroundings. Imagine this concept implemented at different geo-locations around the world, giving people the opportunity to spot and take a photo with a digital replica of Beyoncé’s act ii billboard.

Expanding on the world of Cowboy Carter, I designed two immersive concepts for the tour—a promo video and a pre-show carnival experience—both rooted in the Chitlin’ Circuit aesthetic and Beyoncé’s existing tour branding. The promo video features stadium callout graphics, era-specific fonts, and signature visuals like the Cowboy Carter truck and shotgun rider eagle, staying true to the tour’s distinct visual identity. Each city is spotlighted with a custom WANTED poster, an idea that evolved into a potential exclusive merch concept—limited-edition city-specific posters available only at each tour stop, turning them into collectible keepsakes for fans. The pre-show carnival concept transforms stadium lots into a Cowboy Carter fairground, featuring rides, games, brand activations, and Cowboy Carter-themed experiences leading up to the show. This activation deepens fan engagement, transforming each multi-day tour stop into an interactive experience. Reach out to hear more about the ideas I have for the carnival setup, tour merch, and more!!