Curastory + PAC-12

Curastory + PAC‑12 wanted more than branded content. They wanted moments that stick and spaces that make spectators active participants.

The goal: create a live environment where storytelling, fandom , and sport could exist in the same conversation.

Brand strategy
Ambient advertising
Content Creation
Experiential event
The Brief

The experiential marketing house, The Mad Hattar, reached out to collaborate on a series of events for the PAC-12 college football games. The goal was to create a space for the college athlete influencers and the fans to interact, get a peak behind the scenes, and try out the latest from the sponsors.

THE Challenge

Most brand partnerships play it safe with logos everywhere and zero substance.

This collaboration needed to feel:

  • Authentic to the PAC-12 community

  • Aligned with the PAC-12’s cultural reach

  • Experiential and not performative

If it felt forced, it failed.

Our Approach

We designed the experience around the athletes and their fans, not branding.

  • Built a flow that encouraged camaraderie, playful interaction with the space, and created shared moments

  • Balanced brand visibility with identifiable interactive storytelling that fans identified with

Nothing existed just to be seen. It existed to be fully experienced.

The Transformation

The experience landed because it was genuine.

  • Engagement happened organically

  • Attendees remembered moments

  • The partnerships between brands felt relevant, not transactional

  • The event journey became the connective tissue, not the backdrop

Curastory + PAC-12 shows what happens when collaboration is built on shared values, strong curation, and respect for the audience.

“Brand-ish understood how to bring multiple worlds together without diluting the story. The experience felt effortless and that’s what made it powerful.”

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