ComplexCon. It is a test. Here is how to pass it.
ComplexCon puts every brand in one building in front of the people who decide what is real. You either show up as part of the culture or you get ignored across the floor. In 2017 in Long Beach we produced PUMA's space around moments people lined up for: Nipsey Hussle on the floor with fans, product in hand, content captured as it happened. That weekend built the foundation for a ten-year partnership.
Complex Family Style · New YorkBuilt with names you know.
Six rules from the floor.
Written from the PUMA space and from watching the floor every year since.
A space people will wait for beats a space people can walk into. Plan the moment, then design the footprint around it.
Behind a rope is a photo op. On the floor with fans is a story. Nipsey Hussle was on the floor.
Shelves are for stores. Convention floors need product in hand, on feet, being tried.
Capture the weekend live and cut it that night. The convention is two days; the content runs for months.
The ComplexCon crowd can spot inauthenticity from across the floor. If the brand has not earned a place in the culture, buy a smaller footprint and a better idea.
ComplexCon is where PUMA's partnership with us started. The weekend was the beginning of the work, not the deliverable.
ComplexCon moves cities. The rules do not. We produce wherever it lands, from Miami, with local crew. How we work in Los Angeles.
Four steps. No surprises.
Footprint and talent decisions four months out, fabrication two months out, content plan locked a month before doors.
Date, city, audience and what success should feel like. We reply within one business day with a point of view, not a deck.
Concept, venue, run of show, creator casting and content plan. You approve the room before anyone sets foot in it.
Our team produces on site. Creators have a real role, content is captured live and same-day edits go out while the moment is still warm.
Reporting that shows the lift, content cut for every channel, and a plan for what the moment earns next.
Is ComplexCon worth the budget?
If the brand has a real place in the culture it serves, yes, and it can start a relationship with the audience that lasts years. If it does not, the floor will say so. We wrote the honest comparison in SXSW, POSSIBLE, eMerge, ComplexCon: which conference is worth your budget.
What did you produce for PUMA?
The PUMA space on the ComplexCon floor in Long Beach in 2017, built around moments people lined up for: Nipsey Hussle on the floor, product in hand and content captured across the two days.
Can you handle talent?
Yes. Talent liaison on the floor and at the dinners is part of what we run, for ComplexCon and for Lollapalooza.
What does it cost?
Convention footprints with fabrication and talent sit at the top of the range. Give us the budget band in the form and we scope to it; the first reply tells you where our work starts.
Do you also run creators at ComplexCon?
Yes. The same creator team system we ran at Rolling Loud works on a convention floor: casting from the crowd, credentials, product, daily check-ins.
How far ahead?
Four months for footprint and talent. Fabrication needs two. Content plan a month before doors.
ComplexCon is the test. Let us pass it.
Send the product, the budget band and the year. We reply within one business day.