Launching a music festival and naming it after yourself may seem kind of, well, bold.
But Kim Tarlo does bold well. As associate creative director at Mosaic, she redesigned the agency’s North American credentials and convinced Samsung to make a Feist hologram the star of their Galaxy S4 launch party, and this summer, her eponymous annual music fest, Tarlostock, played host to 10 bands and 200 people in Collingwood.
Tarlo began her career as a fresh-out-of-university intern at Universal Music, in the marketing and communications division. “That’s where I started to get an appetite for marketing and learn how creative it can be,” she says. When she joined Mosaic in 2010, as the fourth member at one of the first dedicated creative teams at an experiential agency in Canada, she quickly made herself into a leader.
Tarlo now holds the creative reins on a number of key Mosaic accounts, and actively mentors and manages the junior-level associates on Mosaic’s team. She’s the lead on the agency’s Diageo account, which has her oversee the Smirnoff, Crown Royal and Captain Morgan brands, and she was vital in rolling out Smirnoff’s Red Door Party series, which aimed to place genuine house party atmospheres in unlikely places without making them feel, well, like a marketing campaign.
More recently, she was instrumental in having Feist perform, as a hologram, at Samsung’s Galaxy S4’s simultaneous launch events in Toronto, Montreal and Vancouver. At the time (last April), Samsung was a new client of Mosaic’s, and they wanted to make a big deal out of their new smart phone. “That’s normally the kind of idea that sounds great in a room, that everybody loves and then it never goes anywhere,” recalls Tarlo of the initial hologram suggestion.
As ambitious as it may have been, the brand rolled it out in conjunction with Muzion, the London-based company that executed Coachella’s hip-hop holograms, and earned media coverage from Spin, Pitchfork, Exclaim! and other big music-media players.
In addition, getting Feist on board indicated a preferential shift from Apple to Samsung—after all, it was an iPod commercial that initially launched Feist into stardom.
“I love music,” says Tarlo, who integrates bands and live (or holographic) performance into campaigns and activations as much as she can. “It’s so intrinsic to our memories and our experiences and how we live. Being able to provide that for other people, and being able to incorporate that into what I do is always very compelling, especially with experiential marketing, which is about creating a mood within an environment.” With Kim Tarlo, you can be sure the mood will be memorable.
Photo: Mike Ford | Click image for original article