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D'CARLOS IKUOMOLA-ANDRE
00%
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DK
BRAND DESIGNER /
EXPERIENTIAL DESIGNER /
EVENT MARKETING
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CREATIVE PRACTICE
LONDON — 2026
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The FreeWheel Beach 2025
Cannes Lions Festival of Creativity Activation
Through global collaboration, this is The FreeWheel Beach 2025.
After countless hours across 7 months of planning, teams calls, and several rounds of designs, the space was created. This was a challenging yet exciting project to be a part of. Working on this project gave me a deeper understanding of how design plays a vital role in the overall success of an activation.
As a junior designer, I was also thankful for the opportunity to take creative lead on several touchpoints that were displayed across the event–especially having heavy influence over the art direction of the beach, party visuals and swags (merch).
Design Team: Hannie Waldron, Reanna Kahandawala, D’Carlos Ikuomola-Andre, Alison Balch, Kat Chen, Kat Pilnick, Andew Fanelli and Kimberly Williamson-Smith, & Comcast Advertising International Brand Marketing Team.
Beach Branding
The visual direction throughout the week was split into two distinct spaces: the overall beach environment and the party.
The visual fused my creative vision with the previous year identity system giving the beach a fresh new look for Cannes Lions 2025.
Rendez-vous
The FreeWheel Party 2025
Co-hosted with NBCUniversal, FreeWheel delivered another stellar performance. With a quick set turnaround, the space transformed into the "it" party where everyone came to rendez-vous. Leading the visual direction for props, wordmark, and signage, it was rewarding to see it all come to life as the sun set.
Social Media
From a countdown series and daily on-beach content to digital CTA posts,
FreeWheel's social presence was active and front of mind in the lead-up to Cannes Lions.
FreeWheel's social presence was active and front of mind in the lead-up to Cannes Lions.
Salut Swag Collection
Designing a cohesive merchandise collection that captured the beach brand's identity was both a creative and logistical challenge. From concept through countless revisions, vendor negotiations, and detailed back-and-forth communications, the project came together into a product line that truly resonated. Over 6,000 items were distributed, with shelves requiring frequent restocking throughout each day on the beach.