In 2018, Maxim Magazine announced it's partnership with Lagardere to produce their tent pole events and explore new business opportunities. First, we named the venture Maxim Experiences and launched the brand with a new website.
Our Third tentpole event of the year was the Maxim Big Game Experience at the 2019 Superbowl in Atlanta. As apposed to previous years' events, we wanted to design the event with an authentic look & feel that would resonate with our audience and pay tribute to the city of Atlanta. The inspiration for ATL Royalty came from Future & Drake's joint mixtape, bling, black-on-black matte, and other elements from the culture.
Our first event was the Maxim Hot 100 Experience in July 2018. With Kate Upton confirmed as the host, we used her cover shoot in Israel for the Hot 100 issue as inspiration for the event design. The theme was called the Golden Desert and the hero visuals were curvacious dunes of golden glitter.