This month's brief


Submit by
OCT 15, 11:59PM EST


Tori Nygren


Tori Nygren

TORI's Brief



Design the next generation of music festivals.

Music festivals are ubiquitous these days. From Bonnaroo to Coachella to Gov Ball, every major city seems to have a 3-day festival. And they’re starting to all feel the same.
Design a completely novel music festival experience. Your idea could be as ambitious as the first festival held in space to as simple as a rechargeable cell phone charger that’s also a beer that’s also your ticket in. 
You are the festival host. You are in charge. And your imagination is the limit. Create a concept. And sell it to me. 



  • Use insights/psychology/science to back up your ideas. I’m a psych nerd, so let’s nerd out!
  • Think about all five senses. What would this smell like? What would this feel like? What would this taste like?
  • Make a pitch deck. Sell me on the idea.
  • Get crazy. Be weird. Then get weirder. Make me say WOWZERS.



Tori Nygren



Hey, I’m Tori and I like words. I grew up in Connecticut—the land of green yards, tiny whaled pants and too many popped collars to count. I attended Hamilton College where I studied psychology and art. At Hamilton I learned “salmon” refers to the color pink and that yes, you can have your college sheets monogrammed to match your towels, sweaters, polo shirts and gym bag.

After school, I moved to NYC where I cut my teeth as copywriter at Droga5. After almost five years in New York, I left the city to travel the world. After spending over 5 months in Southeast Asia, I returned back to NY to freelance. In June, I decided to move west and go full-time at Uber’s newly minted internal agency.

I love yoga, biking, trees, and costumes. Since moving to California I have not seen a single popped collar. Yet.