Created as part of Mitchum’s wider ‘Live the Moment’ brand platform, Fresh Factory encouraged festival-goers to fully embrace shared experiences, spontaneity and togetherness, without worrying about staying fresh.

The interactive experience transformed the everyday act of refreshing into a playful, social-first festival moment, guiding audiences through immersive Shower, Ice and Clear zones inspired by Mitchum’s invigorating scent range and 48-hour protection credentials. From giant fragrance installations to slow-motion ice blasts and personalised ‘Refresh Reels’, every touchpoint was designed to refresh your friends, your feeds and your festival weekend.

Creative Direction across concept development, experiential storytelling and content-led interaction design.