To position Matrix as the go-to festival hair brand, BDG launched a 360 campaign spanning pre-festival anticipation through post-Coachella momentum.

We kicked things off with editor-led content across four BDG brands and a dedicated NYLON feature spotlighting go-to Matrix products for festival-ready hair. Matrix then took center stage as the presenting sponsor of NYLON House Coachella, where new ambassadors KATSEYE helped turn the partnership into a buzzy cultural moment tied to the launch of Food For Soft. NYLON extended the momentum post-festival through a premium feature and custom-shot video content, reinforcing Matrix as the hair brand behind standout festival looks.