The Challenge
Sprite wanted a customized music property to support their Urban marketing platform.

The Solution
Along with partner Creative Artist Agency, 4 Fini created the Sprite Liquid Mix Tour, an expression of the urban experience featuring a fusion of music, street sports, artistic demonstration and entertainment. Multi-platinum rapper Jay-Z headlined the 2002 tour, and N.E.R.D and The Roots helmed the 2003 tour.

Sprite envisioned a festival atmosphere where their target audience came early and stayed late, experiencing cutting-edge music and activities the embodied the Sprite brand and lifestyle.

4 Fini created innovative ways to integrate Sprite Liquid Mix's partner sponsors into the festival atmosphere in each market. For Playstation2 , 4 Fini created an “urban playground” which featured BMX bikers showcasing their skills on jumps, quarter pipes and whatever else got in the way. 4 Fini created an area where music and art collided for car sponsor, the Toyota Scion , setting up local DJ talent to spin the hottest tunes and local graffiti artists to paint the Scions. Basketball fans got to hang out in the NBA's Rhythm n' Rims theme park, where they participated in slam dunk and shootout contests while grooving to live music.