Translating Brand Heritage into Experience: Chevy at the Country Music Festival

At Pulse Studio, we pride ourselves on creating environments that not only look beautiful but also engage audiences in meaningful ways. Our recent collaboration with Jack Morton Worldwide for a Chevy traveling activation is a strong example of how thoughtful design and fabrication can transform a simple idea into a memorable brand experience.

The Challenge

Chevy and the Jack Morton Worldwide team wanted to debut a photo opportunity that would resonate with festivalgoers and reflect the brand’s hardworking legacy. The installation needed to be durable, transportable, and visually compelling, while also aligning with the energy of a country music festival setting.

The Design Approach

Our creative team explored multiple design directions, each inspired by the dual themes of Chevy’s truck heritage and the spirit of American country culture. The selected concept blended rustic materials with modern design sensibilities—achieving a balance between authenticity and refinement.

The structure was anchored in rough-hewn wood, reminiscent of a traditional split rail fence. To elevate the look, we adjusted proportions and finishes for a more contemporary aesthetic that would stand out in a festival environment.

Material Innovation

An important breakthrough came during material testing. After experimenting with several stains, our team discovered that torching the wood produced a striking, dimensional finish that captured both the ruggedness and sophistication we were aiming for. This treatment not only enhanced the visual appeal but also reinforced the tactile quality of the installation.

The Outcome

The final build successfully combined form and function:

• Visually distinctive, drawing attention and encouraging photo engagement.

• Durable and transportable, capable of supporting a multi-stop activation.

• On-brand and experiential, aligning seamlessly with Chevy’s legacy and the event atmosphere.

The Jack Morton Worldwide team later shared photos of the installation in action at the festival, where attendees actively engaged with the swing—capturing photos, sharing moments, and interacting with the brand in an authentic way.

Why We Do What We Do

Projects like this remind us why we’re in this business. It’s not just about wood, finishes, and fabrication (though we love all of that). It’s about creating spaces where people connect—with a brand, with each other, and with a feeling.

Big thanks to our partners at Jack Morton Worldwide for bringing us into this one. We were thrilled to help bring Chevy’s story to life—one swing at a time.