TRIBE OF ASHER
WE SPARK INTIMATE CONNECTIONS FOR LIFE
Journey with us
We bring brands and organizations into curated, connected experiences
to build and serve a loyal audience.
Development & Production
Pitching & Packaging
An elevator pitch is great for cocktail hour, but for sealing the deal, we get to know the core of your product and bring it to life long before the project is even green lit. We execute a visualized sneak peak of your whole story. Just enough to leave your viewers asking for more…
Development & Production
Video & Photography
We know that what a brand needs most is a compelling story, and only the most compelling stories are marketable. We are the creatives who will write, direct and produce powerful media content. We take your viewers, readers and listeners on a journey they will want to join.
What used to be “new media” is now the standard way the world experiences entertainment. We only produce content with a high “shareability” factor and use multiple platforms to reveal all the compelling pieces of your brand, so your audience can truly lean in for more of your story. Whether distribution the platforms are YouTube, Instagram, Snapchat, or all of the above and beyond, we explore what’s most relevant to and effective with your audience.
Products & Installations
We’ve got style. We stage, orchestrate and build original spaces. Whether it’s ambience, design built from ground zero, or original artwork and products, we can transform any space and time into a creative landscape for filming and live events.
Brand experience is why we exist. Your audience wants a part to play in your story. We concept and produce interactive, multi-sensory live events and installations that offer an invitation to journey and participate in a novel experience of your brand. “Out of the box” in an ongoing part of our work.
We work with excellent communicators to produce relevant, innovative messaging and digital design. With strong copy, fresh graphic design and engaging website platforms we create language that compels your audience to stay connected with your brand.
Hosting & Entertainment Services
We give “hospitality” a new meaning. Whether it be a social gathering, an opportunity to teach and inform, or a marketing tool to engage in new customers, our events bring your audience on a journey of curiosity. Through elements like guided dialogue, an unforgettable menu and original design (to name a few), we keep your audience surprised and engaged over a lasting conversation that will continue long after the night is over.
Intentionality is our driving force, so when your brand story can’t be experienced in person we make the virtual experience just as powerful. By acquiring relevant partnerships with influencers and sponsors, and/or working with your pre-existing partners, we integrate your brand over multiple social platforms to guide your audience into feeling the very fabric of your brand before it ever reaches their hands.
WHAT IS EXPERIENTIAL MARKETING?
Let’s define |experiential marketing|
Maybe you’re a brand, and this is your first time getting a pulse on what “experiential marketing” actually means; or, maybe you’re a branding guru who works with other brands all day long. One thing is certain—if you are a brand, we are all in the same boat navigating the evolutionary waters of audience engagement.
Whether your “audience” means your consumers, clients or employees, why not immerse yourself in the marketplace conversation around experiential marketing across the board? Enjoy this reading time as a little R&D, and let’s see what you can take away.
Let’s get comfortable with the idea of what we mean by:
My daughter is only two years old, and she is already receiving awards at school. Awards? Yes, every month, for her completion of various sports clinics, like volleyball and hockey. I’m sure we’d all like to see what a group of emotionally unstable small human beings look like playing hockey, but I digress. My point is, as our culture lives and breathes on awards, it’s no shocker that the Ex Awards even exist. Event Marketer is in it’s 15th year producing the Experiential Marketing Summit. Though “experience” is a buzz word these days, it is often misused. Let us highlight a few of our favorite 2017 Ex Award nominees to offer true definition to the term “experiential”.
You’ve likely heard the term “pop-up” in the form of a chef-inspired dining event. In this case study, we want to feature Air France-KLM’s San Francisco Pop-Up. This pop-up experience was produced by Pen&Public to let the public know that KLM is “here to help”. At a micro, individual level, San Francisco residents and visitors alike were offered a helping hand on the streets, all across the city—from surfing tips and travel directions, to photo ops and finding lost puppies. At a macro, collective level, anyone having made contact with KLM’s helping hands were directed to an in-store KLM interactive pop-up event, complete with virtual reality activations and espresso bar with Dutch delights from scratch. By the end of the day, participants engaged with KLM in multi-sensory environments all over the city; hard to forget, wouldn’t you say?
What we love most about this campaign is the attention given to the individual, regardless of one’s KLM customer status. It’s one thing for a brand to sell you on their “give back” initiatives, but it’s another to actually let the audience receive your generosity in the every day minutia. Simply put, one small act of kindness can go a long way; and, I have to admit, if KLM had met me on the streets of San Fran to point me in the direction of the best coffee and pastries of the neighborhood, I just might have hopped on one of their planes in a heartbeat—I’m a sucker for any act of kindness, but I’m sold when I find a good almond croissant.
Other TOA favorites from the 2017 Ex Awards line up include Whirlpool’s Cause/Community Program; Twitter’s Business-to-Business Environment; and GoPro’s Press Event launch. Pretty innovative work, right? With the creative talent of experiential marketing experts, these brands were able to present individualized, connected experiences that yielded solid audience growth.
the |take away|
- At the core of every human being is the innate desire to connect with each other.
- Multi-sensory experiences are where our most formative memories are made.
- Experiential marketing at it’s best connects the two for the purpose of reaching the individual.
If you like what you read here, we encourage you to subscribe to our monthly newsletter. We call it our Journal. Once a month TOA will put a magnifying glass to one service category that will further help you identify and inspire the use of experiential marketing in both your immediate and long-term branding strategies.
Journey with us,
DAWN LaMATTINA ASHER
Founder, Tribe of Asher
WHO WE ARE
Tribe of Asher creatively engineers your vision of connectedness from the ground up and into being.
Through services in branded video production, experiential design and hospitality, we produce engaging experiences that allow your audience to grasp your brand, even before it reaches their hands. Your brand will stay with them forever.
From the very first moment of contact, we welcome your audience to join an ongoing, real-time journey experience. We create anticipation and momentum for your brand through virtual engagement and live multi-sensory events that ripple through social platforms fueling conversation, connection and advocacy.
The formation of Tribe of Asher roots itself in global history. Head over to our Journal page to learn more of our ongoing story.
In ancient times, the Tribe of Asher was one of twelve who lived and moved about Israel. Known for their fertile land and olive trees, the Tribe of Asher supplied all of the land with olive oil in times of famine.
Their tribe gave meaning to the word “communal” as they shared their resources in a way that would cultivate a nation of people. By literal translation, Asher means “blessing”. Women of this clan were especially known for their spirit-filled beauty.
Our Tribe of Asher is on a journey to breathe life into others. We empower communities around us by way of producing narrative experiences that will engage, inspire and strengthen each other in the context of togetherness.
Dawn LaMattina Asher is an experiential marketing producer for commercial, film and live events and the Founder of Tribe of Asher. Her career began in the film trailer industry, the creative vendor side of studio marketing, for both main stream and independent film and television titles. Training with the true “Mad Men” and women of this industry, she got her start at renown trailer house Ant Farm and went on to write and produce for award-winning trailer houses Aspect Ratio and Toy Box. Some of her most significant work contributions were made to films There Will Be Blood, the Harry Potter series, Waitress, the Star Trek reboot, Cloudy with a Chance of Meatballs, and Pixar’s WALL-E and Up. By expanding her exposure to the greater film industry, Dawn opened the doors of Tribe of Asher to produce and direct branded commercial and documentary film content. Her film work reached worldwide audiences on Oprah’s SuperSoul Sunday through the airing of her documentary Come Eat, the true story of Chef Christian Navarro as he reconciles his broken past of addiction with a hopeful future of craft. Dawn has captured the brilliance of forward-thinking brands, such as Darling Magazine, Hudson Jeans and Forks & Vinyl; thought leaders and risk-takers, such as Erwin McManus and Laura J. Williams; and philanthropic organizations, such as Claris Health and Habitat for Humanity.
Dawn has spent over a decade further using compelling story as her canvas to design environments that intentionally connect people on an authentic level, creating life impacting experiences. Her live event production, hosting and styling work for brands has exemplified a true definition of “experiential” in every engaging journey she has designed, from pre-engagement content to an ongoing post-event dialogue. Through this work, Dawn has been a contributor to the growth of lifestyle and culinary brands such as Sargento, Yellow Collective and TeaPop; and culture leading organizations such as Mosaic and Fuller Seminary.
Dawn is a part of the Creators Collective at Stories, a subsidiary of Hakuhodo, the eighth largest ad agency in the world, and Sega, the legendary video game publisher. She is a graduate of the University of Southern California, with a bachelor’s degree from the Annenberg School for Communication. She was born in Long Island, NY and grew up in Atlanta, GA. She now calls Los Angeles home, where she has grown roots with her husband, Jeff and their terribly wonderful toddler, Sicily Jean.
Dawn believes our most significant conversations take place at the table. She is Italian by descent, but didn’t truly enjoy olives until she grew up. She loves a good hike, cozy campfires and takes her chocolate dark.
If you’re a brand looking for the latest in how companies are using experiential marketing to reach and build relationships with their audience, sign up to get informed once a month.
Stories & happenings.