Innovate or Be Left Behind: Live Events that Beat the Algorithm

In the era of digital overload, how do brands earn real attention? In this episode of Making the Moment, host Aja Bradley-Kemp sits down with Kim Aimi, a visionary leader who's orchestrated some of the biggest global activations including Post Malone performing at the Louvre. As a self-described "brand lover and problem solver”, she takes us on a journey through her career, revealing the strategy, creativity, and resilience it takes to turn pressure into possibility.

In this insightful conversation, Kim shares:

• How to transform complex financial technology into compelling emotional storytelling that deeply resonates with your audience, leveraging tools like VR and AR.
• How to genuinely connect with diverse modern audiences, from B2B clients to Gen Z, by tapping into powerful cultural trends like music and gaming.
• How to leverage innovative platforms such as Roblox.
• Why it's crucial for agencies to push boundaries and bring bold, transformative concepts to the table.
• Why hands-on mentorship and in-person collaboration remain vital for developing the next generation of creative talent in a remote-first world.

If you're a marketer, event strategist, or creative leader looking to scale meaningful, measurable experiences—this episode is for you.

#KimAimi, #MakingTheMoment, #ExperientialMarketing, #PostMalone, #Paris2024, #VisaExperiences, #BrandInnovation, #ImmersiveEvents, #CreativeTech, #EventStrategy, #GlobalMarketing, #OlympicSponsorship, #AugmentedReality, #Roblox, #LourveMuseum, #WomenInMarketing, 

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Transcript

Kim Aimi                00:00 

You tried it and it failed. It's a learning tool. If you don't admit what could have been better, then you can't get better.

Introduction

We've all seen them. Those experiences that stop us in our tracks. The moments that flood our feeds, shift culture, and bring people together. I'm Aja Bradley Kemp, and I've helped generate millions in revenue and billions of impressions by creating scroll-stopping moments for some of your favorite brands and celebrities. This is Making the Moment, the podcast that brings you the untold stories, unfiltered insights, and big ideas from the architects behind the moments that matter. 

In each episode, I'll show you how to design experiences that not only captivate audiences, but also drive tangible value for your organization. Whether you're looking to build buzz, boost loyalty, or drive revenue, I want to help you design customer experiences that truly make an impact. This is for the moment makers and the culture creators. 

Welcome to Making the Moment.

Aja Bradley-Kemp             00:57

Welcome to Making the Moment, the podcast where we tell the stories of the events that shape culture and spotlight the architects who make them happen. I'm your host, Aja Bradley-Kemp, and today we're speaking with a woman who has helped brands show up on the biggest stages on the planet, from the Super Bowl to the Olympics to taking over the Louvre with Post Malone. We're going to talk all things innovation and how to stay inspired when the pressure is sky high. Please welcome the incredible Kim Aimee.

Welcome, Kim.

Kim Aimi                01:29 

Hi. Thanks for having me. So good to see you.

Aja Bradley-Kemp             01:33

It's so great seeing you too. And so excited to chat and learn from you and hear all of your great experiences and insights that you're going to share with our audience. So I wanted to start because you have described yourself as a brand lover and problem solver and just overall a believer in the greater good. How did that shape your journey into experiential marketing and where did that, I guess those values come from?

Kim Aimi                02:204

Funny because I was just reminded of it last week. I met up with a childhood friend. We had a bus stop on this major street, a little town called Lancaster in California. And every once in a while, the street would have to be closed down because we had to, or NASA space shuttle would be transported from kind of where it was being built from construction to Edwards Air Force Base. And so it was cool because we didn't have to go to school so early that morning, but also it was like a big parade. 

And so the whole neighborhood was out there and cause you couldn't really get out of, you couldn't drive anywhere. Um, and so everyone's out there with their beach chairs, with their binoculars, with their cameras, um, and just waiting for this massive machine to go down the street and it was a celebration and it was fun and it was in the newspapers and and when I think about how i grew up like that's one of those big moments that really stays in my mind about big bold experiences that also create community, right? And everybody was just in it together. There was joy, there was fun, there was pride and just excellence around kind of the bigger picture about what we were doing, what we were building. And then this big machine going into space. Like, what is that? Especially back then when celebrities couldn't just pop up for fun.

That's one of the things when I go back, those unforgettable memories, those more moments. That's what resonates. That's what I love about experiential. So to me, it's all about bringing community, bringing big, bold ideas, and having everybody sort of forget everything else for a moment and just kind of enjoy what's in front of you.

Aja Bradley-Kemp            04:17

Wow. And that's pretty amazing that it took you back to that. That was like a time where I feel like today when we think about impactful moments, it's things that we see on Instagram, on our social feeds. But it's not simple. It's pretty cool to have a rocket ship going through your neighborhood. Like that's a momentous occasion. That's a moment. And so it really just kind of underscores, I guess, you know, too, like the reason why I do this and talk to people like you, it's just, you know, there are these moments in time that shape, you know, how we view the world and shape our creativity. And you just never know where it's going to come from. And so, yeah, I think that's pretty cool that you had those experiences as a child and how that got a foundation.

Kim Aimi                05:15

Yeah. I think also what I love is it was very genuine. I'm trying not to say authentic. It's like those bingo buzzwords. But it wasn't a branded moment where NASA was trying to get you to buy swag or there were creators who were promoting themselves being at this event, right? Because it was so long ago there were there was no such thing there weren't even iphones um but it was just a raw face-to-face irl moment and I think that's what I  love like it's surprising right like there's so much like you said on instagram or tick tock or you know your feed is full as is mine of everything that happened at Cannes or Fanatics.

All these great things that are super fun and definitely good for brands, but it's those other things that are like unexpected that I think are often more meaningful.

Aja Bradley-Kemp            06:23

Yeah. I think that's the word too. It's meaningful and genuine. Yeah, another way of saying authentic without saying authentic. But it's true. It is what it is, right? So obviously as a young child in elementary school, you weren't thinking about this big career, in experiential. But so how did you end up working in this industry and is there you know someone that mentored you or you know inspired your your early career 

Kim Aimi                06:57

So I I had a handful of really good mentors along the way um I took just like a very traditional path, right? Cause back then you went to college, you got a job, you buy the house, like, and it doesn't work that way nowadays. But back then I did go to school and I got a marketing degree and I thought about like, maybe I'll do fashion merchandising or design.

And I, as a hobby at home, I would cut up all my magazines and create different layouts. Again, we had no computers. There was no Canva or anything like that. So very manual labor of love, like creating my own little books, my own Pinterest, so to speak. And then I took marketing classes and just realized like that's, I think, where everything comes together, where it's creative and it's brain and analysis and strategy. And when you can bring them together to work, um, to help a brand make money, like that's what was cool to me. So I started, um, through retail, but I ended up working for a division of Levi's, um, and met just really, really smart people who were willing to take a chance on me.

And I, two things I learned from that very first job is one, when you graduate from college, you, you want to like solve all the things and have the big title and you feel like, Ooh, I've put in six months, I deserve a promotion. And you know, like you want everything now instantly. And one, you're not ready for that, even though you think you are. And two, like you got to pay your dues. You've got to learn how to grind. You've got to learn how things work. And it doesn't mean you can't input your own ideas and thoughts about how to get things done, but you don't know everything. And there's a lot to learn from people who do, who have had experience. And then you take it and shape it the way you want.

So I wanted a marketing job at this company. They were starting a new,, a new office in the Seattle area. And I wasn't qualified for the job, but they offered me an admin job and they're like, you'll work for the marketing department. You'll get to learn, you'll get to know people. And so I took it and I did, I learned so much and they learned about me and I was quickly promoted into like retail marketing ways, but it was all about communication. They would invite me to sit in meetings, which was great. Like that's how you learn.

They trusted me and increasingly gave me more things to work on. So I feel like I worked with three gyms there. So one was ahead of sales, one was ahead of marketing, and then one was in research. And so the two gyms, they were just great. I just respected them so much. I learned so much from them. Took the time to teach, which I think is so hard when you're so busy. You've got your own objectives and things that you need to get done. But taking the time to invest in younger people or people who are hungry to learn.

I think that's what's really valuable. And so all that is a long way of saying through there. I got to work on trade shows, which is a type of experiential marketing. So I worked with the, um, in the retail marketing, there was a trade show called magic in Vegas. I believe it still happens. Um, and that's where deals are made, where you're showing your, your next season's line. Um, and so I got to manage that with an agency. So create the space, um, pick out the clothes, like do all the things, um, and create a space for the sales team to make sales and meet with our customers. And that was my very, very first sort of like experiential project.  

Aja Bradley-Kemp            11:18

I think what you said about how you got into this industry is very interesting. It's a lesson for younger professionals that are watching this and listening to this. Because although, you know, when you start out, you have a clear vision of, you know, where you want to go, what you want to be doing.

It's really important to have your vision, but also to say yes to opportunities that may not fit what you think you were going to be offered or it was going to be because you just don't know the doors that will open up or the experiences that you'll have or what you'll be exposed to because you don't know what you don't know so you know if you're so rigid in I only want to make this amount of money I only want to have this title i only want to do this type of work you know you might miss out on something life-changing so great yeah 

Kim Aimi                12:19

Yeah I mean that's good advice for everyone in all stages. 

Aja Bradley-Kemp            12:25

It's true. It's true. Even though, you know, when you get older, you know, a bit more, you know, you know what you want. 

Kim Aimi                12:32

You're like. No, 

Aja Bradley-Kemp            12:32

But yeah, you've been around the block. You kind of, yeah, you don't want somebody getting over on you, but I definitely think at, you know, when you're first starting out, you just say yes. Like try it out. If it doesn't work, you know, you could quit first starting out, you just say yes. Like try it out. And if it doesn't work, you know, you can quit after six months or a year. You just, you just never know where it'll take you.

Kim Aimi                12:51

I just like, what do you have to lose? Right? Exactly. If it doesn't work out, then you learn something, you know what you don't want to do. There's never, never a failure, but I love that. Like always say yes.

Aja Bradley-Kemp            13:03

And then I think the flip side of that for, you know, people in our position is, and I've said this, you know, numerous times in the world that we live in now with remote work, I think it is, while it's great for seasoned professionals in a lot of ways, I think it's very difficult for young people first starting out.

I don't believe that they should be in a remote, 100% remote environment. And there has to be ways that we have to do it in our own organization, be better at it with getting that face time and working in person with those fresh out of college young professionals, because you learn differently. And like you said, the gyms, they took the time to teach. And I just think that that experience of teaching and learning happens differently in person versus remote. 

Kim Aimi                14:00

Totally agree. I mean, I see that right now with my kids doing an internship and it's remote. And so I just know he's learning a lot, but I know how much more he could be learning if there was some, an in-person space. I mean, nobody wants to drive to an office every single day and nobody, we got used to not having this commute, but there's definitely so much to be learned from being around other people. And so like, what are some of your ideas about how to create that environment for remote work? 

Aja Bradley-Kemp            14:38

Oh, that's a good question. So I just really feel like the that that physical environment having dedicated time where a younger professional first second third year professional can work in an office with their supervisor or the the senior manager or work with other team members even if it's one or two days a week. I think what's great about experiential is at some point, we're all gonna be on site with each other. So it's not completely 100% remote, but I do think that you have to be able to like sit in a room with each other once a week, twice a week, to huddle, to sit down and teach, look somebody in the eye, be able to brainstorm and spitball ideas. 

And you're in the middle of something and just be able to yell across the room, "'Hey, what do you think about this?' I think you have to make time to do that. And I think it's just as simple as that. Like just have a physical space to get together and work, you know, at least once a week. You know, there's also the social, social etiquette, the, you know, the social nuances of like, you know, building relationships with people and, you know, and learn and communicating with people and, and understanding, you know, gaining that emotional intelligence with people that you can't always develop that in a strong way over the computer. Like you really get to understand people and learn about people's limitations and when you're with them in person. 

Kim Aimi                16:24

I mean, yeah, things are just so much faster when you can lean over and ask a question and not have to wait for them to text you back or ping you and just being around like other teams and kind of eavesdropping on what are the other teams working on, which you don't know if you're not invited to a call. So you don't know how a hundred percent remote work works that way. Unless like you said, the teams are very intentional. And as an organization, they understand like, yeah, it's going to cost money to bring these people in town for a period of time. And yeah, they're just working on a project, but it's important. Um, so I think it comes from the top down, um, but also just everything has to be so intentional. 

Um, and, and if you don't have the opportunity or budget to pull your team together, then what else can you do? Right. So like, I just, I've been encouraging my son, like have coffee chats. I mean, that's what I do. There's, I have a very large network and I'm very intentional about making sure I'm, I stay connected. And that's not just when I need something, but it's because I want to know what you're working on. I want to know how your life is. I want to know what's happening. And I know that there's so many good ideas out there that if I don't get out of my little box, I'm not going to know what they are. And so I love chatting with other people in our industry, in different industries, different types of jobs.

It's fascinating and it's fun to me. And I always, when I'm working like a regular sort of corporate job, I always would save my Fridays to try to not have corporate focused meetings, but always have at least like one or two sort of networking calls during on a Friday, just because it was really important for me to stay in touch with people that are outside of, you know, the corporate walls. 

Aja Bradley-Kemp            18:30

Yeah. Yeah. I love that. And that, you know, to your point, you have to be intentional about it. Like all those things, there's nothing wrong with being intentional about it. It might feel inauthentic, but you have to carve out the time to do those things because it's very easy to get caught up in all the things that need to be done for the job and the deadlines and all of that. And you find yourself after a period of time just being so isolated and tunnel vision in this little world of the brand that you work in but yeah you have to carve out that time to connect with other people and and get inspired. 

Speaking of back in your day you spent 14-15 years working on the Visa brand and just creating some iconic moments. What was your process for designing an experience that resonates on a global scale?

Kim Aimi                19:39

Yeah, so I did spend a lot of time at Visa on everything from SOM's team to go to market for a brand new product to an innovation comms or innovation marketing team and eventually sponsorship and experiential. And for me, the process was always about understanding how does Visa make money and what are our products. So at the end of the day, it really is a B2B company. I worked on everything from B2B. So trade shows again, I worked on trade shows while I was at Visa. I worked on a lot of sort of media talking earlier about South by Southwest. We did a pop-up there that was for partners to bring in some guests, but also for our clients to come in and have conversations and learn about some new innovative technologies.

And so it was always about understanding the product and how to bring that to life. So to talk about all the innovation that Visa does as a business, and it's in the news right now talking about stable coins. And so if you think about Visa, it's a network and it's really hard to kind of make that cool and fun and bring it to life in a consumer sort of way. And so we really had to work hard about like, how do we do something cool?

That's not just cool, but also ties back to the brand promise product, if at all possible. And then depending on who the audience is, right. Cause they're very different. A consumer audience is going to be very different from somebody at the bank who just needs to really understand, like, why should I spend my money on this product? And what's it going to be very different from somebody at the bank who just needs to really understand like, why should I spend my money on this product and what's it going to do for my consumer? 

And so it's, it's really about a lot of strategy. It's really understanding who we are as a company and then balancing that out with what is going to be memorable and what is a way to have our audience engage with the experience and walk away either wanting more or knowing more or understanding why we keep your transactions safe and secure and fast and seamless. So that's a very broad, broad way of answering your question. 

Aja Bradley-Kemp            22:11

Having worked in all those different roles in different departments, did you, do you think that really helped when it came to creating experiences, being able to create these environments that answered and touched on all of those points that you mentioned and satisfied all those different stakeholders in one environment.

Kim Aimi               22:35

From a B2B perspective, I manage the showcase at our payments forum every year. And the idea there really is invite our clients to come basically like a mini, mini dream force, right? Like it's the time for Visa to do product launches, education, get everybody in the same room, talk about what are we doing in marketing? What are we doing in all these different areas? And for the clients to come and meet with the sales team, understand how the products can be integrated into what it is that they're doing, meet and talk with each other.

And so we built a showcase every year and working very closely with the product team as far as what products are important and how do we build a story. And so it really was understanding the goals of the product team and integrating how do you make that cool, which is sometimes hard.

Um, so for example, one year we built out, when you talk about Visa's network, we built out a dark little studio and we, we brought in fog machines and we had to wear 3d glasses and we filmed a story about Visa net, but we made it in a way that was like kind of coming at you literally through these 3d glasses. So it's all around storytelling. Like how do we tell the story about how we're making your data secure? Um, we did the same thing in a projection mapped room where you could like physically be inside of this network because all around you are these beautiful immersive designs. And so through storytelling, again, we're talking about the Visa network, VisaNet, but showing just these beautiful immersive environments where you can feel it while you hear it and see it. 

Telling stories in those ways, using innovation and technology to help supplement or complement what you're saying, I think is really important. We did a lot of augmented reality, a lot of VR um and it's surprising how many people hadn't really done vr because when you're in this business you're like oh everybody does it nobody wants to wait in line to do it but they actually will if you are providing something that's interesting and worth waiting in the line for we integrated actual like how do we tell this story of certain new ways to pay?

Pre-COVID, nobody really understood how to tap to pay. Banks weren't issuing cards with the chips. The merchants didn't really want to upgrade their hardware. Consumers were like, what do you mean? This is my card. I'm just going to do this. And so we would integrate, like, how do you tap to pay? How do you get a digital card in your phone by just filling out a few things, right? So telling those stories in a way that's interesting. So here's what you do. You, you know, put in a little bit of information. You get a prepaid card in your phone wallet.

You walk over to this little vendor booth. You can buy a cool, I don't know, piece of swag or merchandise just by tapping to pay. So just very like little seamless experience where they understood the product, but we made it a little bit more fun for them. And then our sales team was able, an accounts team, were able to talk to them about what it took to get that done and why your customers would want to do that, which eventually they did. So on the B2B side, it really was creating these moments where there was something fun because even though it's B2B, it doesn't mean it has to be boring. I was not part of the project anymore, but somebody else was. 

So we brought in our F1 car because F1's cool and Visa sponsors two cars. And so people got to like see an actual F1 car, take pictures, do an augmented reality with some of the drivers and get their photos taken. So always using our brand assets to bring to life some of the ways that Visa is marketing, but also on the sides, like what does it mean on the product side? How, how are you bringing this to life? So that's on like the B2B side, something that we do every year.

Aja Bradley-Kemp            27:25

What was the organization's view of leveraging technology? Was it an easy sell when you had these ideas of, you know, let's do VR, let's do projection mapping? Was that, because those things cost, they're not cheap so yeah was that an easy sell because there was a culture in visa around technology and innovation or was it really about you had to really like make the case and educate leadership on why you want to tell the story in this manner?

Kim Aimi               28:05

It's some of both. You can't have an innovation showcase and not have anything that's innovation inside of it. And being that pieces from the Bay Area in it, you know, prides itself as being a technology company for you then to not use cool technology to tell your story doesn't make a lot of sense so um Visa is an innovative company.

But yes, that stuff is expensive and we didn't get to do everything we wanted to do use technology to help amplify your story. Here's why it might look better. And sometimes because Visa's not a consumer goods product or we're not selling shoes or apparel, you've got to be a little bit more creative to get those customers engaged in your story because who wants to hear about data flying around or like something in the cloud? Like it's not as exciting as like a new, I don't know, collab on your shoe drop, right? Like I'd much rather go to that one. So I think that had to, there was often an understanding of like, yeah, that's cool. 

That's going to draw people to our space. Like we had at one point these screens that like from across the room, you're like, what's happening over there? And you would come see. So the other thing that was important was scalability, right? Like you never want to invest in something for a one-off if you don't have to. And so how can we do this again, either at a different regions event or use the film that we used or, you know, take the learnings? How can we pull something into the Visa Innovation Center where we have guests come every day? 

There was always for me, like, how do you reuse it? How do you do it big and then make it small so that it can travel? Um, and sometimes that's easier said than done. Um, but we did try to reuse the, the assets that we could, some of the VR stories we told, we did once in digital and then we turned it into like a VR story, had some interactions. There's a lot of figuring out how to scale it up or how to scale it down, how to make it travel, how to get the best bang for your buck, because you are spending a lot of money and time. 

And so if you think of that in the beginning so that you're building it so that you can take it and travel with it instead of at the end being like, now what do we do with it? How do we make it so that we can travel with it? Go on a roadshow with this story. You have to start thinking about that at the beginning. And you have to get the other teams on board. So if you're working with different product teams or different regions, like get them on board early so that they know to set aside some budget for that experience to be built and changed a little bit so that they can use it.  And that also helps sell in things when you know it's not just a one-time only thing. 

Aja Bradley-Kemp            31:22

And how did you go about being educated and knowledgeable about different types of technologies? Is it something that you had a personal passion about and you had a process for staying up on innovation or were you relying on agency partners to do that? 

Kim Aimi               31:44

Yeah, I would educate myself because it's important to me to know sort of like what is out there and how can I use these tools to benefit clients and customers? Of course, like we work with agencies, um, and agencies bring us ideas. The ones that I loved are the ones who are pushing boundaries and can see, you know, like how to do things differently.

And so when, when we come together, me doing my, um, part and being curious about what's out there, going to the things. Um, I went to like a metaverse class when that was a thing. Um, just cause I, I want to know, I, and I follow people to see what they're talking about. Like kind of the futurists. Um, when I bring in what I, and then I can balance it with what they know, and then figure out how to make it so that we can bring this to life for a certain event or product.

Like, I think that's where the magic is, but I never want to rely a hundred percent on the agency. But I also think like, if we're paying you all this money, then I want something that I don't know about, right? Like give me something new. Um, what else is out there? What are people doing? Um, because it's very easy for an agency to start kind of thinking like the brand. And then it's like, well, then, you know, don't put those, um, we can't do it because on, on yourselves, like, like that's our job and our legal job.

And I like, oh, we don't have the money finance job, but you should be bringing us like the biggest and best ideas out there and be, you know, unhindered by any of what, you know, to be true about how we normally do business. I think it's a challenge when you work with an agency too long because they know all that. Yeah, you probably can't do that because of, yeah, all the rules. I like you to break those rules and help me break them. Right. So don't just give me the safe things. 

Aja Bradley-Kemp            34:02

Oh, I'd love to have you as a client Kim yeah sometimes my team they they they think I'm crazy because you know I will always like shoot for the mood as it's like okay if they can't do it that's fine you know we can pair it back from there but let's like let's start out there let's start in here yeah that's great that there are people like you out there. Let's not see art in here. Yeah, that's great to hear that there are people like you out there that appreciate the big ideas. 

And I think a lot of agencies could be scared that it's like, and everybody's different. So there are the brand stewards out there that they only want you to give them something that they can afford because they don't have the bandwidth to have those arguments and fights. But I think a lot of agencies can get into a bit of a rut where they don't want to push the boundaries and the limits because they know the answer is going to be no. Or they're afraid that the client will be upset with them for, you know, coming up with something that might be unrealistic. But I just think we got to stretch our imaginations. You never know where it'll take you.

Kim Aimi               35:14

And if you don't, like everything starts to look the same. I've done a few projects for an agency and there's that balance, right? Like you've got to still follow the brief. You still need to give them what they asked for, but why not go You still need to give them what they asked for. But why not go a little beyond to give them what they didn't ask for? Because then that shows you how you can think differently. It sets you apart. And if they love it, awesome. If they don't, I mean, it wasn't meant to be.

Aja Bradley-Kemp            35:39

Yeah. Options. Got to give them options.

Kim Aimi               35:42

Options.

Aja Bradley-Kemp            35:43

I had, before you talk about consumer, I did have another question around the technology piece. And it's a bit of a, like a granular question, but did you find that when you were implementing some of these ideas and leveraging some of these technologies, were you renting the items? Because you talked about needing to reuse them. Were you making big purchasing investments to own some part of the technology? How did that work in a execution?

Kim Aimi               36:13

Mostly rented, especially the big things. But for some of the small, more scalable things, if we knew we were going to do this VR thing at times and we just purchased the goggles. If we knew we were going to use this touch screen, you know, often more than two times we would purchase it. But then you have to balance that out with build and burn is terrible for the environment and it's expensive and it's like all this money and then you don't, then you just burn it. 

But it's also hard to pay for storage, pay for shipping, making sure that things aren't broken. So you invest in something and you, you ship it to storage and you're paying for storage, you ship it to the next show and it's cracked and broken. And it like well that's kind of the cost is the same so you really just every everything's different and technology changes so fast one it changes so fast but also sometimes depending on how long the activation is for it becomes cheaper to buy instead of rent we did these augmented reality vending machines with a company. 

It was for the Tokyo Olympics. And we also did an activation for a Super Bowl. So you've seen something similar at different football stadiums. But the idea was, again, to kind of get people used to the tapping and paying. It basically looked like a vending machine and we would encourage people to tap to activate and of course we'd give them a card to use but then they could select through four different athletes right like did they want a photo with George Kittle or Saquon Barkley. 

They would go through and they would select their athlete and then kind of take a few steps back and the athlete would kind of come in and do a little dance and then kind of pose with them. And so what they got out of that was a video and a photo printed and then like a digital piece. And we staged a few sort of fan moments. So Lamar Jackson happened to be the rookie of the year that year. We also had some of the athletes come out while fans were doing the experience. 

And so capturing that moment of them choosing Lamar, choosing Christian, and then he comes out from the background and they actually get to meet the athlete in real life was like super cool. And fans did stand in line for a good 45 minutes just to do that activation. So there was a little bit of a product moment. It was a big brand moment. Visa of course sponsors and the NFL and Superbowl is, is one of our big activations. So it was super fun.

That technology, though, we purchased the hardware because to rent it for the week of Super Bowl and then to rent it for eight weeks during the Olympics was going to be so, so expensive that it cost us less to buy them than it did to rent them. However, we then did have to ship them around and then pandemic hit. We ended up not really being able to do everything we wanted to do. So we had some ships to the States. So we had one ships to Miami. We had one ship to New York.

We actually did an activation with Olympic athletes that are all part of Team Visa, plus the Olympic mascots. And we did that in New York during the Olympics and Paralympics in 21. And we did that at Hudson Yards. We had a space there. And so we had fans come and they got a picture with Simone Biles or some of the cute little mascots. Because we had purchased those, we could use them a year later.

We pulled one out. We did something at Orlando. I believe it was a Team USA activation. And then we shipped that machine to the Miami office so that the employees and any people that were coming through their innovation center could also have that experience. And so it was reusable, which made it also worth purchasing. But it was very expensive and coordinating logistics to pack it up and ship it and then kind of like redo the programming was tough. It's a balance you have so much to consider in that equation. Yeah, it's not an easy answer.

Aja Bradley-Kemp            40:54

I think just that's some great insight for people to have, you know, that it is something to consider. Sometimes it is cheaper to buy it. And if you can think about, you know, strategically long-term, all of the great uses for it, you know, that way you can make a case. It reminds me of, I was at South by Southwest earlier this year, and we got to do the Rivian experience and the team there were saying how they had an Airstream that they had bought, you know, pre-COVID years ago for a specific activation.

And then I guess, I guess maybe during the COVID years, it was basically sitting in storage and they recently kind of figured out a way now to how to repurpose it. And they're now using it for, to promote their Dolby partnership, but they, you know, fitted it out now in a different way. But I just thought that was such a great use of an existing asset, giving it new life, being able to leverage that investment. 

So, you know, people can think about what are the things that we have in storage that we purchased a while ago and how can we bring this thing to life again? And it's a great way to stretch your budget because budgets are so tight.So

Kim Aimi               42:10

Yeah. And also investing in the good thing, right? Like it's an Airstream, timeless, it's never gonna go out of style. You can always use it. But what if they had bought some, I don't know, other random, whatever, camper thing? Like maybe it wouldn't have been as cool.

Aja Bradley-Kemp            42:28

Right, right, right. Exactly.

Kim Aimi               42:30

Yeah. Invest wisely. Just like our parents would probably say. Rivian's interesting to me because when they came on the market, they were this funny looking truck and electric and it's like, oh, they're kind of cute, but they're kind of weird looking. And I was in Laguna and they have a Rivian space and it's at this old theater and they've got a little coffee shop. They've got a cute little merch shop and you walk in and they've got some Rivian automobiles they're stationed but this whole space is kind of a we work space so you can go in and you can sit at a desk you can they show surf movies there because it still is a theater and so they've built this environment that really promotes the lifestyle of someone who might drive a Rivian so it's right across from the beach they 

They've got these fun little kind of beachy colors. And all of a sudden it's like, Oh, those are really cool cars. Like I could drive one of those. And because I'm a sucker for good experiences, I'm like, Oh yeah, I love Rivian. So I think they've really done it well, but it's tapping into those emotions, building an environment and promoting your product, but also just kind of what is the lifestyle?

What is the bigger strategy and story about who your audience is and really knowing and understanding them and bringing to life like, yeah, let's create just a cool space for people to hang out. It's kind of in your face, but it's not really in your face. Like no, there were no salespeople who were like, Hey, you want to test drive this car? We've got these deals going on. It was just come in and hang out. And you know, if you want to check out the car, it's over there. Um, but I, I love their space and it really changed my mind about how I felt about the brand.

Aja Bradley-Kemp            44:31

Oh, that's great. And that's the power of experiential. And I think they do a great job with bringing their brand to life and, you know, being such a young brand, you know, it's not like they're a legacy brand at all, but they really have a great fresh perspective on how to bring it to life and how to connect with existing and potential consumers. Shout out to the Rivian team.

Kim Aimi               44:50           

Yes. Woof, woof.

Aja Bradley-Kemp            44:53

So how did the idea for having Post Malone take over the Louvre come about?

Kim Aimi               45:00

We sponsor the Olympics and we were thinking about the Paris 24 Olympics and sponsorship team, experiential team, the brand team, the social team, everybody's working on it and coming up with their own ideas. And all of a sudden we had a bunch of silos. And so like, how do you tie it all together? How do you come up with like this amazing sort of kickoff to the Summer Olympics? We worked with a bunch of different agencies and we came up with this idea. You imagine walking past the iconic pyramid at the Louvre, right? Like that beautiful outdoor environment. 

You walk past it and you smell the freshly dropped rain or even feel the current raindrops coming down on you as you walk through the courtyard. And you can kind of taste and feel this excitement. And you can hear this local DJ in the courtyard. And you can kind of start to feel the beats. And you just kind of want to dance. And you're there with all your friends in this kind of large but intimate environment with 4,000 of your Parisian friends that got in for free and you're watching your local DJ and then you get to see your possibly favorite Latin urban artist and then you get to see an Afrobeats artist. And then you get to see Post Malone on stage for free with the Louvre in the background. 

And it's all kind of brought to you by Visa. That's what we built out. And the reason we did it was because we know that music is, is culture, right? Like music moves people. Um, and music is where this younger audience is that we were trying to tap into. In addition to to the live concert. We also know that most of the world is on social. So we streamed it live on to Roblox where kids are for gaming. We had a bunch of creators and influencers there on site who were creating content to then amplify the story and the message beyond just this one location in Paris.

And so it was this really amazing night, music, and it was just, it was so much fun. If you think about it, like we all know the plastic card and what it does and Gen Z, Gen Alpha, they don't know that it's a digital card. They use Apple Pay. They use their phone to pay for everything. And so until you have brand relevance, you can't have like brand love, brand usage, product usage.

And so, um, we had a CMO come in. He understood that we needed to change how we talk to our audiences by being social first, by being where they are. So it's being culturally relevant where they hang out and they hang out in the gaming world, in music, you know, fashion. Now you're seeing a lot more with food. It was a task for us to focus on our branding. And because the Olympics were coming up, we had thought about like, how do we show up at the Olympics? How do we show up on the biggest stage ever? How do we also tell us a global story?

Like this is in Paris. So how do we work with our counterparts in France to make sure that the story resonates with their audience and that the music is global because we are telling the story to everyone in the Olympics? How do we show up differently? How do we create that brand love for people who don't really know our brand? They know how to buy things. They know how to use Apple Pay and PayPal. But do they really find any relevance in the Visa brand? 

And so how can we do that in a different way that is bringing them along our journey of making it easy to pay using Visa, but also we can have like these amazing kind of experiences that are once in a lifetime, never been done before, probably will never be done ever again in a space like the Louvre. And it was before Post Malone went full on country. And so he, he had, you know, just all his greatest hits and I've always been a huge fan of his. I've seen him a couple of times.

But yeah, it was just, it helped build relevance. It helped activate, it helped give us a voice online because in social, like nobody really just wants to go to Visa to hear about a credit card, right? But if Visa is part of the culture, if they're part of an F1 activation, or if they're part of a cool music concert, does that then mean something to them and will it help build brand love? And then therefore, will people choose to upload their Visa card into their Uber app or use it when they're doing their Apple Pay?

Aja Bradley-Kemp            50:37

Was that a very difficult venue to work in?

Kim Aimi               50:40

They were really, really great to work with. Great people. But of course, there's a gazillion restrictions, right? Like no alcohol, no food, those kinds of restrictions. Weight was a very important issue. The number of people that we invited in and could have in for this concert was limited, right? Because if you, if you know the Louvre, you know that right underneath the Corcoran, there's, there's art, right? Like you don't want to, you don't want to destroy the art. You don't want to destroy the mummies. Um, so we built a stage over the fountain to house like the sound system and some of the VIP, um, guests, but we couldn't have more than, you know, 150 people on this platform because of the weight bearing. 

And so physically it was a challenge, but the agency figured it all out and worked with a lot of different kind of governing bodies. The sound system, we use a company called L Acoustics and they make amazing sound systems, hardware and software, and they're able to kind of target so that the sound isn't just broad and loud, but it can be, you know, long and focused, it can be narrow, targeted.

I mean, they have the ability, I've been in their studio to kind of, depending on where you're standing, you can hear certain sounds coming from the stage that you can't hear in other places so if you've ever been in a venue where they're using L acoustics you can definitely tell sound feel the difference 

Aja Bradley-Kemp            52:15

How do you spell it how do you how do you spell the name of the company?

Kim Aimi               52:18

It's the letter l and then I think a dash and then the word acoustics. 

Aja Bradley-Kemp            52:23

Okay. Cause you hear about with certain venues or at a certain events, you can't go over a certain decibel level sometimes with, so, oh, that's, and that's a technology that I didn't know existed. So let's put that one down in our, in our vendor list. Check them out.

Kim Aimi               52:40

I'm happy to connect you with with people over there um we had um a couple different tests and we had these women kind of walking around the louvre making sure things weren't shaking too much and kind of testing like the decibels and so there was a lot of nervousness around that. It's also a public space. And so like, how do you secure it? How do you keep people from just coming in? So we had visa security. We had a security team that we hired. We also had the first prefecture kind of walking the grounds. We had had live nation securities we basically had four security team running around making sure that everyone's safe everyone knows how to flow in flow out traffic is moving how do you create the vip entries if needed and i didn't do all of this myself, like my team did, but would have multiple meetings. 

And the agency was there in Paris, I think every other week meeting with the team from the Louvre and the prefecture and just all the different teams making, building those relationships so that there was trust built in. Lots of rules and regulations and things to be careful about. But the teams were all lovely and just really wanted to represent this amazing space in a different way, right? Like if you think about how many tourists come through the Louvre, it's a little bit of a PR moment for them to think like, yeah, they've got these amazing fashion shows and then they've got this beautiful art, but what else can they do to attract people to come hang out in this gorgeous space?

Aja Bradley-Kemp            54:35

So funny. We're talking about Paris. I'm starting to feel like Paris, even more so at the moment, is having a moment. We're going gonna play a little game at the end about who, where, what's having a moment. But I feel like Paris is just making moments, especially in the music space. And I don't know what it is about the culture of Paris. Like earlier this year, I went and I saw Usher in Paris and then he had a special on BET Plus from his concerts in Paris and then I know Beyonce is in Paris right now and the whole internet has been in an uproar because she brought out Miley Cyrus and Jay-Z in Paris and not in the U.S. and then thinking about your event during even though it's during the Olympics it's still pretty iconic to do something at the Lume in Paris. So I think Paris, we need to keep Paris in mind a bit more when we're thinking about experiences. That should be our inspiration.

Kim Aimi               55:36

Yeah. Let's think of, I mean, it's this cultural hotbed, right? There is music, a big music scene, fashion, of course. But like sports, yeah, food. It's like, it's all the things. And it's magical.

Aja Bradley-Kemp            55:54

Yeah. Yeah. Yeah, it is. It is. Yeah. I have a new look and feel perspective on Paris because this, when I went this year, it was the first time I had been there. And I say at least 13 years because the last time I was there, my son wasn't even born and he's 13 now. So I hadn't been in a very long time. And yeah, I just kind of feel like, oh, I might need to take some more trips to Paris. I need to go back more often.

Kim Aimi               56:24

Yeah. You know, compared to here, it's not go back more often. Yeah. Yeah. You know, compared to here, it's not super, super expensive. 

Aja Bradley-Kemp            56:29

Right. Right. Yeah. 

Kim Aimi               56:31

You have really good food.  And yeah.

Aja Bradley-Kemp            56:33

Mm hmm. Yeah. Great. You had mentioned that the about how you're using the experience to keep Visa top of mind and, you know, how you're able to convert this demographic and encourage them to motivate them to use Visa more. And that was part of the reason of doing these events. Are there any results that you can share, you know, that came out of either the Olympic sponsorship or, you know, specifically from the Louvre event that, you know, you felt like really highlighted, you know, or validated the strategy to do this type of activation or to be there and engage your audience in this way?

Kim Aimi               57:30

So for this particular, the concert, we did do surveys for people who attended. We had their email addresses because the way that they entered was through a lottery. So first they signed up to be in the lottery. And then so we had a huge database where they did share their email addresses. And then from there, those who got invited, we had follow-up surveys with. So there were surveys for who entered the lottery, but didn't win a ticket. Um, and then those who did.

And so some of the research, um, I'm trying to remember, I don't have it off the top of my head. I know that brand relevancy was lifted like over 20%. Um, and this also was in combination with the social, social led platforms, right? Like we had creators out there talking about it. So I do remember our 22% lift in brand relevancy and especially among Gen Z, which was our audience. So that was significant.

All of the things that we sponsor, visa sponsors, right? Like these big sponsorship deals, but they're so multifaceted. Um, it's that age old question, right? Like is the experience worth it? Um, and of course there's brand surveys or surveys that you can do to try to measure, like, what'd you think about the brand before? What'd you think about the brand after? Did you even, did you see the brand? Do you use the brand? Um, and those are important.

Um, what are the other ways that experiential marketers are using to find these metrics? Um, and it is hard, right? Like at a B2B event, it's much easier because there's a sales funnel, there's attribution, there's ways to keep track. There's all the sales leads and lead gen following up. And then you can kind of track like, oh, they were at this and this trade show. They have these dinners and we have these meetings and all of these attribute to the success of a sale. Whereas you do something experiential. Did the 4,000 Parisians go use their visa card, you know, that night after the show or the next day? 

I don't know. Like probably, I hope so. But like, we don't have that data to say like, yeah, they all use it this many more times than they had in the past. And with any activation, it's the question that comes up all the time. How do you measure? I think the industry is ready for something more, but it's hard. Maybe there's a heat map so you can see where people are gathered and how much time they're spending and how you need to possibly like divert them so there's better flow, right?

So that's a data point. There's dwell time. There's how many demos did you do or how many people took photos in front of this um wall or these activations these installations um so so that data comes through but you have to set up your activate your experience with like actual goals that are meaningful and that you can track and you should track everything, but everyone has to come in agreement before that. Like, what are we trying to do? How are we going to measure it?

You just have to be honest. And like, people just want to do their thing. And so they were like, okay, yeah, we can measure that. But it's like, if you can't really measure it, then just be honest upfront. And like, yeah. Cause then there measure it, then just be honest upfront. Right. And like, yeah. Cause then there's no disappointment at the end of the day. I was just going to say, I also think that you need to be honest when things fail. It's kind of back to one of our, back to the beginning, right? Like, so you tried it and it failed. Like it's a learning school right like and you have to if you don't admit what would have been better then you can't get better. 

Aja Bradley-Kemp            1:01:56

Like we say over here conversate collective keep it a buck keep it a hundred so if it fails just like it failed we we will do better next time. This is how we can do differently. Be honest about it. That's a good point.

I do think, though, with the way that Google and Apple can and Amazon and everybody's listening to us and tracking different things, there has to be a way through our phones that at some point, brands can tap into, okay, you were here in this area at this experience. And what did you go do after that related to our brand? There's got to be a way. So somebody will figure it out.

Kim Aimi               1:02:40

Yeah, or they probably are, but they're never going to tell us.

Aja Bradley-Kemp            1:02:43

Or they're not sharing it yet. They haven't figured out a way to sell it to us to make money off of it. That's all it is.

Kim Aimi               1:02:52

That's true. I know. Where's Live Nation when you need them?

Aja Bradley-Kemp            1:02:55

Right. Was there anything interesting that you learned from the Roblox experience?

Kim Aimi               1:03:01

They had never streamed a concert before and there was a lot of audience gating that had to be done for the show to come through. So there were definitely some technology challenges. So test, test, test, test, you know, continually testing. If you've got an artist and they're going to be in Roblox or Fortnite, like get them on board, get them to want to participate because what it does is good for their brand, right? Like if you have the emotes, like the little dances that Post Malone does, um, or have them sort of be all on board with like, yeah, this audience is good for me. Could Ira Star, who was one of our artists, like create an outfit for Roblox to give away or sell? On site, like all those things. The merch  it's the merch, right? Like, yeah.

People care about what they're wearing on their avatars more than they do in real life. And so how do we work with the artists to care more and participate and collab with us on things that could live in the digital world? The teams that we worked with on the digital side were really great and they really wanted that. And it just, there were a lot of, it didn't happen. And I think that maybe if we had more time or a little bit more understanding, because it was, it was a first for us to do this. It was a first for a lot of people. And so it doesn't mean it was wrong or bad. 

It just means, you know, again, evaluating what could we have done better? And I think getting buy-in from the artists because they're so precious with their brand. 

Aja Bradley-Kemp            1:04:55

Right. 

Kim Aimi               1:04:56

Why is it important for them to be in Roblox? Like here's the data behind this audience and how Roblox is growing. And it's not just your kids play site anymore. And would you consider like doing this because it's just a different way to promote yourself in this space that by the way, reaches this audience and it's going to have this kind of spending power if not now in a few years. And so, I mean, that's why Visa's in there. So how do you, how do you how do you partner with the partners better i think that was a good learning 

Aja Bradley-Kemp            1:05:31

How long did it take how long was the planning for the Louvre activation?

Kim Aimi                                 1:05:36

All in all we started in like the, I'd say October, November with the idea and the concert was at the end of May. But it wasn't, you know, full steam ahead. It was a lot of like, move forward, stop, move forward, pivot, move sideways, move backwards. It was a lot of, it wasn't easy. It wasn't smooth. It wasn't straightforward. It was a lot of pivots.

Aja Bradley-Kemp            1:06:06

Well, I am just completely fascinated and congratulations for being able to pull something like that off. Out of all of the cities that you have done events in, what's been your favorite city to produce an event in?

Kim Aimi                                 1:06:24

I got to go to Russia for FIFA and I'm so grateful that we had that opportunity to go then because you can't go now. And so, yeah, we did a couple, a couple activations for hospitality guests as part of the hospitality team's big production. They take over hotels for clients and consumers and just did these amazing, beautiful takeovers and build-outs, like really incredible work. And then we also had some consumer-focused biometrics technology to kind of talk about the future of payments, which at the time was all about biometrics. And so we had to fake it, but you really could read, you know, register the veins in your palm and then you could pay with them.  So I think Amazon is doing this.

Aja Bradley-Kemp            1:07:17

Yeah. Amazon does that now on Whole Foods.

Kim Aimi                                 1:07:19

Yeah. Yeah. So it was before that, this was like, I don't remember 2018, 2019. We built these kind of spaces at these malls in Moscow. Um, and it was just pretty nutty. So the technology again was really cool. It told the story about how you can use biometrics, how it is very safe, like safer than your eye, your face tracking. And then it was basically, again, a vending machine where you got cool FIFA swag for participating. But yeah, the malls were a little crazy. I mean, it's just very different there, but a very, very beautiful city. 

Like the architecture is amazing. The food was incredible. They have all these like rooftop restaurants. So I'm just, I'm so grateful and very, feel very fortunate that I could have been there and walk around Red Square and just see the beauty that's there. And also got to go to St. Petersburg. Just really incredible. So more so from the opportunity that was afforded me because we sponsor FIFA World Cup and Women's World Cup. And then getting to go to the matches was cool, too.

But yeah, activating in other countries is always very interesting. Understanding how they work, what works, what doesn't work. It's always interesting. Every country is different. Every state's different, really. You just really have to know your audience and just be willing and flexible to move fast, to pivot. And just like at the end of the day, things work out.

And so like to get super uptight or upset, you just really have to have kind of the personality of going with the flow and knowing that like things are going to work out. They always do. You do your best and that's all you can do. There's only so much that you can control and you do what you can and then you measure.

Aja Bradley-Kemp            1:09:18

Right. You measure, right? Get those results. Well, this has been such an enlightening conversation. I've learned so much. And I'm sure our audience has too. And you have such great experiences and stories. Thank you so much for spending the time with us. And the fact that here in the States, we've got a World Cup coming. We've got another Olympics coming back. And of course, there's always the Super Bowl.

I can imagine your phone is going to be ringing off the hook because I don't know anyone that has done as much as you have on such a grand scale with these big events. So thank you so much for sharing that. 

Kim Aimi                                 1:09:57

I'm one of like many, many, but I appreciate that. Thank you. 

Aja Bradley-Kemp            1:10:01

Before you go, we have to ask, we ask all of our guests, who is having a moment? What is having a moment or where is having a moment?

Kim Aimi                                 1:10:11

I have two answers. 

Aja Bradley-Kemp            1:10:12

Okay. 

Kim Aimi                                 1:10:13

One, I think Becca Bloom is having a moment. Do you know her on TikTok and Instagram? 

Aja Bradley-Kemp            1:10:19

No, who is Becca Bloom? and instagram tell us 

Kim Aimi                                 1:10:23

Oh my gosh she is this incredibly smart and slightly relatable I guess you'd call her influencer creator on tick tock and instagram um she's part of Rich Talk, which is sort of like, I don't know, I just went down this rabbit hole and I found her. She's grown this audience like really, really quickly. And I think it's because she is unapologetic about who she is. She also feels very kind, not pretentious and, and super wealthy.

Um, her parents, she comes from wealth from her parents, but she also works and she's in finance and you can just tell like, she's very well read and she shares her thoughts so while she does show like all her shopping sprees and unboxing from fraud or whatever like speaking of paris um you know like these private shopping events she will also talk about like the five books she recommends and why and she's just very articulate she's very like soft-spoken and so like you kind of are drawn into her just the sound of her voice and like she's just super cute she talks about her upcoming wedding um yeah I don't know I‘m a fan it's people say like and you read the comments and everybody's nice which I think is rare on Instagram and Tik TOK. 

Like they're like, she does rich, right. And like, she, you know, it's, it's as if like rich is a negative in so many spaces and places, but it's like, they appreciate her for being like, yeah, I have money. Like I'm not gonna hide it or be ashamed of it yeah exactly just unapologetic and also super smart and I I just I don't know maybe it's a persona because you never know these days but at least you know the character I follow is um I just love listening to her. And she looks at this girl that I will never.

Yeah. Like voice. And like, she talks about how the chef prepared all these things for her dog, like her and like, just, it's crazy. Like that is never going to be my life, but I'm happy to watch it in like this weird way. Um, people say like, it's like your rich best friend FaceTiming you just because she's like very sweet also. So anyway, I believe it might even be like Becca X bloom. I'm not actually sure.  Um, yeah, check her out. 

The other thing that I think is having a moment is, um, it's all about community and kind of the health and wellness space I feel like is having another moment where it's sort of this combination of like mental health and physical health being combined and building community. So I don't, I think post COVID people getting tired of dating apps, people working remote, they just want to hang out with like people.

The health and wellness industry is huge, right? Like $6 trillion business and these kind of more social or community based clubs, whether based loves where they're like run clubs or, um, Pilates on the beach. One of my friends runs flow Pilates club where she'll have Pilates on the beach on a Saturday in Santa Monica and just creates this beautiful environment, but also you get to take a class. So you're, you're getting healthy and you're meeting people, meeting people and just like, like minded people classes. There's all these new sort of breath work and cold plunge and saunas where you do it in community. You know, there's like 20 of you instead of these individual spaces. So I feel like I'm joining this new skincare startup and we're really focusing on community. 

Like how do you, how do you tap into this community of people who find importance in rituals and taking care of themselves and taking care of their skin and their bodies, but also their mind. And how do you come alongside and basically build with them? How do you listen to them in a different way? And how do you create products that are kind of for them and, and by them, right? So not using it as sort of like a channel to go in and sell, but to like be part of these communities and hear their needs and help build new things that are going to help, you know, with skincare.

Like Reese Witherspoon just launched Sunny, like a new, I think, a new media company so that these girls can kind of show up as their whole selves. And that's enough, right? Like you don't need all the things. is another a little bit one of those buzzwords. I do think living life together and having these experiences that are more community-based instead of individual are also kind of having a moment.

Aja Bradley-Kemp            1:16:20

I love that. And I think community is the fuel for a lot of connection at the moment in the in the era that we're living in. And I don't think community is going to get old anytime soon. So wonderful. Well, thank you so much, Kim. Thanks for spending time with us and sharing all of this. And we look forward to talking to you again soon. 

Kim, thanks so much for sharing, not just the big moments, but the innovation behind them. Moment makers, I hope you're walking away with new inspiration to craft your own unforgettable experiences. Now, before you go, I would greatly appreciate it if you would rate, subscribe, review, and share the show with your fellow marketers, creators, and culture shapers.

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Until next time, don't be afraid to make your mark and make the moment.