To celebrate the release of Sports Illustrated Swimsuit 2022, the magazine partnered with 3CS Productions for the SI Swimsuit On Location at the Seminole Hard Rock Hollywood Hotel & Casino in Hollywood, FL. The ticketed two-day experiential consumer activation included meaningful panel discussions, model meet-and-greets and an inside look at the making of the 2022 issue, along with engaging activations from partners – including Celsius, Frida Mom, Maybelline, Nine West and Sunflow. The event also celebrated Pay With Change initiative, a new gender equity advertising initiative launched earlier this year that is turning the SI Swimsuit franchise into a platform for change.
3CS designed the outdoor space, transforming the original pool at the property into a branded, beach-inspired experience with custom fabricated elements and takeovers of existing cabanas. These featured a variety of programming, including a Sports Illustrated Swimsuit magazine cover photo activation; a US Virgin Islands cabana featuring branded coconuts and relaxing chair massages to give guests a taste of a vacation; and a Maybelline cabana focused on mindfulness and self-care with personal astrology readings by astrologist Sofia Adler, empowering guests on how to leverage their innate strengths and be true to who they are.
Event highlights included a morning workout class led by SI Swimsuit rookie Katie Austin, model meet-and-greets with cover stars Maye Musk and Yumi Nu and impactful panels on the mainstage, including a Brave Together panel presented by Maybelline, meant to drive awareness of mental health issues and break the stigma around therapy by amplifying key voices and decreasing stigma. The panel was moderated by Joy Taylor and featuring SI Swimsuit models Camille Kostek, Jasmine Sanders, Kate Bock, Leyna Bloom, Tanaye White and Marquite Pring.
“It has been really meaningful to work with Sports Illustrated Swimsuit on this project, especially with the focus on Pay With Change initiative“ said Chelsea Wilson, CEO & Founder of 3CS. “Seeing them work to make a difference in the world is something we’re proud to be a part of.”
