Showtime’s The L Word x 29Rooms
L.A. POOL PARTY

Experiential Activation, Social & Creator Content

CREATIVE DIRECTOR

20K+ Attendees
129MM+ Campaign Impressions
18.5MM+ Social Impressions

Showtime’s The L Word was a groundbreaking series that helped pave the way for LGBTQ+ stories on television in 2004. When Showtime announced they would be returning with The L Word: Generation Q, a brand new series with even more fun and positively sexy drama, Refinery29 was tasked with getting original fans excited and drawing new audience members in using the 29Rooms experience.

Refinery29 created L.A. Pool Party, a creative canvas activation to transport guests outside of 29Rooms NY and into the colorful world of Los Angeles. The scene was set with palm trees that featured lips as leaves, a sensual mural backdrop seen in the show, and “Q” shaped pool designed to represent queer life and the new series title. The activation’s infectious energy, poolside jams, and bold L.A. Summer vibes invited guests to dive in, snap a photo, and learn about the brand new series on Showtime. L.A. Pool Party successfully captured audiences attention, generated awareness, and inclusively cultivated community for all.

Experiential Design Lead - Maria Aguiar

Graphic Designer- Nicole Abdelnour

Showtime x Refinery29