CITIZENM AUSTIN BUCKING BED

#002

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Role : Production Coordinator
Guerrilla Campaign & Window Installation
March [2025]

Credits:
Kesselskramer London
citizenM

We launched an unforgettable guerrilla campaign, drawing in passersby with a one-of-a-kind challenge: a ride on citizenM’s bucking bed. The incentive? Anyone who could stay on for a full 30 seconds won a free night’s stay at the brand-new citizenM Hotel.

Although I wasn’t physically present in Austin, I was deeply involved in bringing the campaign to life from start to finish. I managed the construction of the bucking bed, sourced suppliers for this highly niche task, secured locations and permits, oversaw budgets, and created detailed call sheets and schedules to ensure a seamless event execution.

The campaign was executed in two main phases:

❶ Social Promotions / Announcement

To build excitement for citizenM’s grand opening in Austin, we collaborated with specialist animators to create a series of fun, eye-catching animated shorts for citizenM’s social channels. These animations paid homage to Austin’s vibrant culture, featuring playful nods to cowboy boots, ribbon-cutting ceremonies, and more. I played a key role in this process, reaching out to animators, facilitating communication, and ensuring the final content aligned with the brand’s vision.

❷ The Big Event: Making the Bucking Bed Happen

Transforming the bucking bed concept into reality required careful planning, problem-solving, and collaboration. The biggest challenge? Engineering a fully functional custom bucking bed - an ambitious task that involved multiple rounds of trial, error, and feedback with an overseas supplier.

Beyond the build itself, we had to secure the perfect location in Austin, navigating permits, logistics, and on-the-ground coordination. Working closely with suppliers familiar with the city, I helped oversee the entire project, managing timelines, troubleshooting obstacles, and ensuring all moving parts came together for a seamless and unforgettable launch event.