Variety Magazine’s
Power of Young Hollywood

PRESENTS

Bringing Sandisk to
the red carpet.

We turned the blind box obsession into a SANDISK experience built for discovery. SmartMagic conceived and designed a custom claw machine, curating everything inside – from Labubus and collectibles to limited-edition SANDISK products and merch – and carrying the visual world across the machine, packaging and surrounding space.

Immersive, playful and just unpredictable enough, it turned a brand moment into a game guests wanted to play again and again.

  • We created the Music Innovator of the Year Award to give SANDISK a meaningful role in celebrating the next generation of creative talent. From the award concept to honoree selection, we built a platform that went beyond sponsorship and gave SANDISK a reason to recognize the creators actively shaping culture.

  • The experience didn’t begin at the door or end when the carpet closed. SmartMagic developed the creative direction for SANDISK’s print and digital campaign surrounding Power of Young Hollywood, with work running across Variety before and after the event. Together, paid media, social, partnership and experiential worked as one connected system – building anticipation, owning the night and keeping SANDISK in the conversation after it was over.

  • Tyla on the carpet, an honoree of the night.

  • To bring SANDISK into the conversation, we partnered with Drew Afualo as our on-the-ground correspondent, capturing the night through the voice of someone Gen Z already knows and trusts.

Curious what else we can do?

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