Dove’s “Keep Her Confident” Super Bowl Event

IRL Productions partnered with Dove to produce the "Keep Her Confident" activation at the Super Bowl, an immersive event designed to celebrate and empower female athletes while driving brand awareness and engagement.

Set in New Orleans, this high-energy event brought together influencers, media, and sports enthusiasts for a dynamic experience that blended beauty, sports, and self-confidence. The space was transformed into a vibrant, interactive environment, featuring custom brand installations, a Game Face Station for glitter freckles and temporary tattoos, a content creation booth designed to replicate a magazine cover moment, and a Pep Talks stage  with Billie Jean King and others who shared  inspiring thoughts. Guests engaged with the hands-on T-shirt customization station, sported-branded cheer accessories, and took home custom Dove gift bags.

From strategic branding and immersive design to seamless event execution, IRL Productions ensured every touchpoint reflected Dove’s mission of empowering women in sports. By creating a visually stunning, highly shareable experience, this activation successfully sparked conversations, inspired confidence, and left a lasting impression both on-site and across social media.