Creative Direction
I’m all about taking creative ideas from the brainstorm phase all the way through execution, managing every aspect along the way to build effective content & brand strategies that stand out while meeting KPIs. I’ve creative directed successful campaigns for product launches like podcasts, radio shows, event series, merch brands, and festivals - ensuring that my clients’ content is reaching the target demographics with scroll-stopping creative. I manage to balance my attention to detail with an ability to see the bigger picture, ensuring that my work makes a lasting impression every time.
Case Study: Emo Nite Weekend 2024, Los Angeles
For Emo Nite’s upcoming 10-Year Anniversary Weekend, I took charge of the campaign’s creative direction for launch to celebrate a decade of emo culture. The goal was to create a campaign that felt nostalgic to those who have been there since the beginning, yet fresh and welcoming to newcomers, capturing the essence of what Emo Nite has meant to fans over the years and looking towards the future. I directed the branding for the entire campaign, crafting a look and feel that resonated with the community. Alongside that, I’ve actively worked on deliverables for sponsors and continue to oversee all production design elements for the upcoming event. This project for me is all about creating an experience that truly reflected the spirit of this scene, both for the fans, the brand, and the partners involved.
Case Study: Emo Nite Invasion, Las Vegas + Los Angeles
For Emo Nite’s “Invasion” Halloween takeover in 2023, I led the creative direction for two events in LA and Las Vegas. In Vegas, I produced a pop-up and installation at Resorts World, featuring exclusive merch, interactive elements, and photo moments that really brought the Emo Nite brand to life. In LA the following weekend, I executed creative that transformed the Avalon in Hollywood into an immersive extraterrestrial experience with themed installs, hired actors, interactive visuals, special giveaways, and exclusive merch. Both events were executed on a shoestring budget, requiring diligence in all elements of production. These events were so effective for the brand that “Invasion” is now projected as an annual takeover for years to come.
