Abel Tesfaye and Jenna Ortega made a surprise appearance at Coachella on Friday, April 18, to kick off the Hurry Up Tomorrow Ferris Wheel takeover—a visually immersive experience promoting their upcoming film.
Running April 18–20, the iconic Coachella Ferris Wheel has been transformed into an interactive installation that brings the film’s surreal world to life. Each cabin features exclusive character poster art, giving fans a sneak peek into the film’s mysterious cast. Guests can scan a QR code to unlock an augmented reality filter that inverts the environment and projects a towering version of the Weeknd (Tesfaye) above the desert horizon. The AR also includes the film’s title treatment, release date, and a direct link to purchase tickets.
By night, the entire Ferris Wheel glows red, adding to the cinematic atmosphere. At its base, the film’s title is framed by a field of vibrant red poppies—an arresting visual that draws fans in from across the festival grounds.
This one-of-a-kind activation seamlessly blends film, tech, and festival culture—only at Coachella.
HURRY UP TOMORROW, directed by Trey Edward Shults and written by Trey Edward Schults & Abel Tesfaye & Reza Fahim, features Abel Tesfaye, Jenna Ortega, and Barry Keoghan, exclusively in theaters on May 16.
Photos courtesy of Lionsgate