For Atlanta's 404 Day, the goal was to help Impossible Foods show up as a participant in the city's culture rather than another brand sponsoring it from the sidelines.

Working as part of an integrated agency team supporting both Impossible Foods and Smorgasburg Atlanta, I led Unsurfaced's four-person team responsible for turning the experience into something physical. Our scope covered production, fabrication and on-site execution, working across partners to bring the larger idea to life.

The result was Taste The Block, a block-party experience at Smorgasburg Atlanta that brought food, music, street culture and local pride together around a headline performance from Big Boi. From fabrication and vendor coordination to talent needs and the full consumer experience, our team helped build and operate the moment end to end.

The activation generated 155M+ earned impressions, 50–75M brand-forward impressions, 15+ broadcast segments and 30+ digital placements.