Concept Work + Process
Concept Work
Q&A - Music Meets Tech Conference (pitch deck)
Creative direction, guest journey ideation, and art direction for an inaugural conference pitch for the music and tech industry, hosted by Q&A (Troy Carter).
My duties:
creative strategy and approach
art direction for spatial design and visual inspiration
concepts for guest journey and how to create an immersive, unique take on the conference space
visual presentation management with design team
overall client management and presentation
Concept deck HERE.
TikTok - International Women’s Day
Creative direction and conceptual development of program, environmental design, and custom graphic identity for an International Women’s Day celebration hosted by TikTok. *event is postponed due to COVID19
My duties:
creative ideation on consumer touchpoints, program elements, and general strategy for TikTok
conceptual development of graphic and environmental direction
directed design team through development of graphic system, color palette and custom patterns to apply to 3D elements, environment, wayfinding signage digital invitation portal
designed and modeled environmental elements and managed scenic fabrication discussions
managed and strategized for deliverables and enforced timeline/deadlines
Concept deck HERE.
The TikTok Motel
Creative direction and environmental design, including custom graphic identity, for a TikTok creator lounge at Playlist Live.
My duties:
conceptual development of Motel theme, in graphic identity and physical environment
directed design team to execute mockups and renderings, applying the identity to 3D models and a graphics package
development of art files and working with vendors to test materiality and choose color formulas
oversaw onsite installation of elements for final environment
overall management of client and creative presentations
Concept deck HERE.
Netflix - Green Eggs & Ham
Concept development, guest interaction ideation, and environmental design including custom graphic system for Netflix’s Green Eggs & Ham premiere and experience.
My duties:
translating existing IP into creative moments for children and families alike
concept design and visual presentation of environment
graphic direction based on new title treatment and custom font
implemented graphic system with color palette and key assets
entire environmental layout, including management of floor plan and guest flow
managed 3D model and rendering output for client visuals and fabrication
execution of art files and onsite installation with local LA vendors for environmental graphics and scenic fabrication
overall management of client and creative presentations
Concept deck HERE.
H&M - Conscious Exclusive Collection Launch (pitch deck)
Creative and visual art direction for a variety of different pitch ideas for a new collection launch from H&M, focusing on sustainability and Le Train Bleu.
My duties:
directed development of conceptual ideas for activating H&M conscious collection
lead ideation and brainstorm for design directions
created visual language through mood boards and inspiration imagery
ideated on environmental design and unique clothing displays, tying back to the design direction
brainstormed and developed guest interactions and journey to educate about H&M’s sustainable and forward-looking fashion lines
creative deck and presentation
Concept deck HERE.
Netflix - LATAM Playbook
In conjunction with Netflix’s LATAM Events and Brand Teams, I created a playbook and guide for the visual execution of events in the LATAM region. This playbook is intended to be used by local agencies and partners to ensure consistency in art direction and execution of brand elements, but also give room to grow and stretch in directions influenced by local culture and the promoted title.
This playbook was built over a year traveling to different cities in LATAM and working directly with on-the-ground partners to learn and understand different styles and unique techniques that influence the outcome of a project or event. The playbook was then put into practice after a day of training with myself and operations counterparts from MKG, representing Netflix.
Playbook upon request.
Video of event in Chile with local agency, Venue Brand Experience, HERE.
