Tillamook Creamery

Art Direction and Experiential

Although Tillamook reigns supreme on the West Coast, they needed to raise awareness in other parts of the country. So they asked us to do an East Coast campaign for their ice cream just in time for summer.

OVERVIEW

Create an experiential campaign to intrigue and educate those who are not yet familiar with Tillamook’s products.

PROJECT

Created an absurdist experiential campaign in seven weeks. While utilizing important information in order transport the viewer to a sweet new environment.

RESULT

Context

Despite being America’s fastest-growing family-size ice cream company, Tillamook faces the challenge of expanding its presence on the East Coast, where many consumers remain unfamiliar with Tillamook and its exceptional ice cream.

Rolley Showroom, NC

July 5-6, 2025, 10am-8pm

Raleigh has one of the highest median household incomes along the I-95. The average income is between $70,000-$80,000.
They also have one of the highest percentages of households with children in the nation. With roughly 35% of homes having children there.
The Rolley Showroom is located in the downtown center on Fayetteville Street where there are plans to revitalize the area. Making it known as “North Carolina’s Main Street”.

Insight

Scooping is the worst part of the ice cream experience.

With less air and higher butterfat content than the industry standard. Tillamook’s creaminess creates a smooth scoop for a delightfully tasty treat without the struggle.

Message

Crafted creaminess for those who crave instant indulgence.

Where ice cream isn’t just tasted… it’s experienced.

Beyond the Scoop

An immersive experience to engage all senses, bringing the essence of Tillamook’s ice cream to life.

The experience takes guests on a journey through sight, sound, smell, touch, and taste. Ultimately creating the 6th sense that Tillamook offers - delight.

Front Display

Builds anticipation for the experience from the very beginning. Guests will be waiting in line staring at this high quality visual that hints at the abstract concept of the five senses.

Characterized by the larger than life Tillamook bucket with a melting ice cream scoop on top. This is just a small preview of the unique experience waiting inside.

Entrance

Guests entering from the right know where to go from the rope dividers and inviting ambassador. The wall signage and most notably the pink walk-in freezer door will intrigue guests, a mysterious door starting the full experience.

Walk-In Freezer

As the freezer door closes, guests are shut off from the outer world. Walls mimic the freezer with spray on ice and the fog at the bottom simulates freezing level temperatures that are typical for a walk-in freezer.

Visual Space

Guests will first notice the back of the Tillamook bucket fountain. A large center piece that infinitely pours out ice cream until the end of time. Projected on the right wall and back wall are images simulating the creaminess of Tillamook’s ice cream. Guests walking around can read the plaques on the railing.

Smell Wall

An intimate scene to let your sense of smell develop. A small group of guests drop a plastic ball into the plinko provided by a brand ambassador. The plastic ball will contain a sweet treat: an air freshener of your favorite Tillamook ice cream flavor.

Texture Hallway

Distinguished from the visual hallway is the floor decal inviting guests into the texture hallway. From there they can feel the textures of featured Tillamook’s ice cream flavors protruding out of the walls. Tillamook’s premium ice cream does not skimp out on chocolate chunks, pieces of strawberry, pecans, or any other notable ingredients.

Tasting

Guests face a frosted glass wall adorned with “Indulge today and tomorrow…” marking the final experience they’ll have. They’ll make another turn and face two ambassadors handing out 8 different flavors: Marionberry Pie, Peaches and Cream, Vanilla Bean, Mudslide, Butter Pecan, Oregon Strawberry, Birthday Cake, and Mint Chocolate Chip.

Full View

An experience tailored for guests to ask themselves: “What makes good, creamy, premium ice cream, from beginning to end?”

6th Sense: Delight Block Party

With the street closed off, spectators and guests alike can enter this ice cream world intrigued by the large tubs on each side. Screen-printing, bowling, balancing tubs, tub pong, and ice cream throwing are activities to enjoy as part of the delight experience. While the DJ’s are there to keep up the energy. In order to ensure everyone’s safe in the summer heat there will be water stations and overhead shading to keep people out of the sun for prolonged amounts of time.

EXTENSIONS

Branded Uniforms

Paired with either denim or khaki shorts and/or pants.

This makes ambassadors easily identifiable, reinforcing Tillamook’s brand identity through a consistent use of color and typography.

By giving the staff branded uniforms there is an added sense of cohesion with the event that reassures visitors that they are in good hands and can relax.

Screenprinting

Guests can create a unique keepsake and engage with the brand in a memorable way, ultimately extending the brand’s presence beyond the event.

Guests can pick from a variety of colors both for the shirt and ink used. While also having creative control of where to place each element.

Testimonial Wall

This interactive element not only encourages participation and user generated content but, more importantly it fosters a deeper emotional connection for consumers to Tillamook’s brand and values.

DJ Booth

Adds an engaging and energetic element that enhances the overall experience. The tagline reflects the brand’s personality and commitment to quality flavors. Additionally, the booth serves as a focal point for interaction on various social media platforms.