client: Wells Fargo
agency: BBDO

Creative Directors: Bart Mol & Jim Connolly
Art Director: Jack Mastrototaro
Copywriter: Georgia Murphy
Design support: Bryan Haker
Production: Harvey Lascina & Jimmy McGee

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CONTEXT

Wells Fargo wanted to position its Autograph Credit Card as the card for live music fans—but in a category where nearly every financial brand sponsors concerts and entertainment, simply attaching a logo to an event wasn't enough. To create something audiences had never seen before, Wells Fargo partnered with artist Dove Cameron to produce Everything Must Go: a first-of-its-kind livestreamed, fully shoppable concert where every object on stage—from furniture and instruments to Dove's personal belongings—could be purchased in real time as she performed. Items disappeared from the stage the moment they were sold, transforming the performance into a constantly evolving live experience. The event streamed across YouTube and Instagram, was broadcast live in Times Square, and raised funds for the National Alliance on Mental Illness (NAMI).

CHALLENGES

Designing a visual identity for a completely new event format meant creating a system that could balance entertainment, commerce, and live production simultaneously. The identity needed to feel premium enough for Wells Fargo, authentic to Dove Cameron's audience, and flexible enough to extend across livestream graphics, social content, environmental applications, and a seamless e-commerce experience where viewers could browse and purchase products without interrupting the performance.

OBJECTIVE

Develop a distinctive visual identity, scalable design system, and intuitive shopping experience that unified every touchpoint of the campaign, elevated Wells Fargo's sponsorship beyond traditional branding, and reinforced the concept that literally everything on stage was for sale.

APPROACH

Created the event identity, logo, and comprehensive visual system spanning livestream graphics, motion assets, environmental design, digital promotional materials, social content, and production templates. Designed the accompanying e-commerce experience where viewers could browse, purchase, and track featured items in real time, ensuring the shopping interface felt like a natural extension of the event rather than a separate destination. The system was built to flex seamlessly across broadcast, experiential, and digital commerce applications while maintaining a cohesive visual language throughout the campaign.

RESULTS

The livestream generated 6M+ views, with 90% of items selling within the first 15 minutes of the event. By combining live entertainment with real-time commerce, Everything Must Go created a memorable branded experience that helped differentiate Wells Fargo within the live music sponsorship space while raising funds for NAMI.