Grüns was already a sponsor of Diplo's Run Club — a part-5K, part-festival event. With the San Diego stop approaching, I identified an opportunity that hadn't been taken at prior events: dedicate a small production crew to capturing the activation properly, and turn one day of brand presence into weeks of authentic social content.
I pitched the idea to leadership, assembled a lean crew of local operators, took ownership of production end-to-end, and delivered a recap video and full content suite from a ~$5k budget. The highlight — Grüns mascot Barry on stage dancing with Diplo — became the kind of unrepeatable brand moment that no amount of studio production can manufacture.
The DRC SD production became the template for subsequent Grüns event activations, including Health Haus, establishing a repeatable model for how Grüns shows up at live events.