Comedy. Music. Comedy.
Clusterfest is a one-of-a-kind weekend that celebrates comedy in all of its glorious forms. Stand-up, sketch, improv, podcasts and our favorite sitcoms, all in a neat little package plopped in the heart of San Francisco. Clusterfest entertains up to 50,000 people each year.
SOCIAL RESULTS FOR THE FESTIVAL WEEKEND: Over 1.2 million impressions (with 30K impressions from stories alone) & over 52K engagements.
ROLE: Lead Designer and Art Director for Clusterfest 2019. I’ve been on the Clusterfest team for three years and was a part of the creation of the brand. I worked with Comedy Central’s design team to establish the brand guidelines and identity while managing a team of three designers. I concepted marketing campaigns and developed creative briefs, while overseeing all branding, marketing, OOH, festival signage and credential design. I helped hire and direct all social content creators and photographers utilized on-site. I worked in all mediums - design, illustration, animation and video editing.
MEET THE TEAM: Creative Director: Mo Wynne / Sr. Art Director & Lead Designer: Hannah Smith / Web Dev: Sam White / Web Designer: Jen Dorman / Jr. Designers: Annabelle Golding, Nico Hammill & Carrie Rumancik / Social Lead: Leesa Allmond
Music Runs Deep.
Citi Sound Vault is a four night annual music celebration leading up to The Grammy Awards. We explored how live music experiences can affect the emotions of artists and fans in a positive way. We created content that offered fans a deeper level of access to their favorite artists. By sharing the experience in real time, we created a lasting emotional connection with Citi Sound Vault fans.
RESULTS: Over 29 Million Impressions / 66,551 Link Clicks / Over 6 Million Video Views / This campaign showed a large lift in favorability for CitiBank.
ROLE: Lead Art Director and Designer. I established the look and feel for the campaign, developed the concepts and storyboards for all the content we created over the week. I art directed all on-site shoots.
MEET THE TEAM: Sr. Creative Team: Hannah Smith & Kerry Keady / Creative Director: Brad Levine / Superfly Producer: Pierre Roache / Production Company: Media Strangers / Photographer: Jeremy Cohen
Lose yourself in the valley of the sun.
Lost Lake is an award winning music and arts festival in Phoenix, Arizona.
ROLE: Lead Designer and Art Director for Lost Lake, 2018. I oversaw a team of freelancers while conceptualizing the story of Lost Lake year two. I helped refresh the brand and establish an updated look and feel. I created or directed all marketing assets and, OOH campaigns and designed the festival’s website.
MEET THE TEAM: Marketing Director: Caitlin Maloney / Sr. Art Director & Lead Designer: Hannah Smith / Web Dev: Sam White / Jr. Designer: Michaella Devetter
Voices of Change.
Citi’s social channels transformed into an online megaphone for artists, speakers, and festival attendees at Global Citizens Festival. We amplified attendees voices to spread the word that action makes the world a better place.
RESULTS: Over 33 million impressions & over 12 million video views.
ROLE: Lead Art Director and Designer. Designed the admat that was used in OOH promotional material around NYC and on CitiBikes. Designed and animated social media videos and art directed all shoots on the ground turning around content within 24 hours.
MEET THE TEAM: Sr. Creative Team: Hannah Smith & Kerry Keady / Creative Director: Brad Levine / Superfly Producer: Pierre Roache / Production Company: Human Being / Photographer: Jeremy Cohen & Seth Tichenor
Birdies for Good.
For every birdie PGA Pro Justin Thomas makes during his season, Citi donates 1,000 meals to kids in need. We created a season long campaign to track and promote this initiative.
RESULTS: Over 14 million impressions & over 6 million video views.
ROLE: Lead Art Director. I crafted the mood, visual direction and storyboards while working closely with director, Ari Fararooy, to make sure the final project aligned with our vision.
MEET THE TEAM: Sr. Creative Team: Hannah Smith & Kerry Keady / Creative Director: Brad Levine / Director & Editor: Ari Fararooy
Meow. Meow. Meow. Meow.
To celebrate Meow Mix’s most iconic jingle, we teamed up with musicians and created a record label for cats.
ROLE: Designer and Illustrator. I developed many mood board and concepts along side my copywriter to create relevant cat bands. I ran brainstorms and photoshoots to help bring this Canne initiative to life.
MEET THE TEAM: Sr. Art Director: Lauren Lenart / Art Director: Hannah Smith / Copy Writer: Molly Stapleton
Outside Lands is a music and arts festival in San Francisco, CA. In 2018, I helped capture and produce content on the ground.
RESULTS FOR THE FESTIVAL WEEKEND: A top goal for Outside Lands 2018 was to increase the use of Instagram Stories. I led this initiative by developing a new process and directing a new system of preparing real-time content. We were able to produce over 91 pieces of content for Stories during the festival weekend. This resulted in a 352% increase in impressions compared to 2017 / 2.6 Million Giphy Sticker Views / Over 12 Million Impressions with 1,587,709 Instagram Story Impressions / 646k Engagement / 4,029 Account Growth / 55k Mentions
ROLE: Led the development of social content at Outside Lands 2018. I implemented a new process and strategy for onsite social creation that allowed our team to turn around content in real-time. This increased reach and engagement on festival channels and told a cohesive story stemming from Instagram Stories.
MEET THE TEAM: Creative Lead: Hannah Smith / Social Lead: Ashley White / Jr. Designer: Annabelle Goldin / Photographer: Jeremy Cohen
Meow Mix brings unique people and their unique cats together, over crazy-tasty food and treats. We showed some of those bonds in this national TV ad.
ROLE: Art Director. I developed many mood boards and storyboards as well as performing in-depth research on cat models and talent. Met with many quirky cat families to tease out insights about the bond between cat and owner.
MEET THE TEAM: Sr. Art Director: Lauren Lenart / Art Director: Hannah Smith / Copywriter: Molly Stapleton
Designed and Illustrated custom merch for Bonnaroo, Outside Lands and Lost Lake.
Music, sports, comedy and food. We covered all of Citi Entertainment’s activations for all of Citibank’s social platforms.
100 days of doodles.
Doodled an illustration a day (sorta) based on songs that sparked inspiration.
Beer at its purest.
Pitched and won the retail business for Kirin Ichiban based off my look and conceptual direction. I led the redesign for Kirin Ichiban’s retail campaign. Drawing from Tokyo’s architecture and simplistic design, I was able to bring Kirin’s rich brand history to life.
Grandoozy is a music and arts festival in Denver, CO.
ROLE: I worked along side my amazing design team to explore the branding for Grandoozy’s inaugural festival. I designed social content and helped establish the look for Grandoozy’s artist cards.
MEET THE TEAM: Creative Director: Jen Dorman / Sr. Designer: Hannah Smith
I’ve had the opportunity to work with large scale canvases to design scrims and murals across many festivals and activations.
Check back for new exciting work and personal projects.