Campaigns
I worked on a variety of brand and cultural campaigns at both Pandora and SiriusXM. Here is a curated collection of some of them. I also attached a link to further explore my creative process for the SiriusXM campaign.
Pandora Hip Hop History Month
The concept was called “For the Love.” I had to create designs for this campaign using the prompt below.
Creative Prompt: Hip-hop is the essence of expression. In its purest form it is poetry mixed with emotion multiplied by pressure. Countless songs have shared an artists love for not only another person but for hip-hop itself. It's a love that spans the test of time. During Hip Hop History Month, Pandora will illustrate our true love letter to Hip Hop through unique artists and listener stories.
My Design Rationale: In crafting the text lockup, I brainstormed methods to visually communicate love. Heat maps caught my attention due to their ability to visually illustrate emotions. I used peach and pink hues to tie back to the style of heat maps, finding pink to be a less cliche than red. Additionally, I introduced purple as an accent color, not only to provide a vibrant contrast but also to align more closely with the hip-hop aesthetic. The inclusion of doodles serves to evoke the act of drawing in a diary or crafting a love letter dedicated to Hip-Hop.
Inspiration
Rough (Look & Feel) Explorations
I worked on a year-long brand campaign for SiriusXM. I researched my target audience, brainstormed concepts, created mood boards, and executed designs.
Creative Prompt: I was prompted to develop creative territories that can extend to digital, social and OOH deliverables. The campaign would target Trendsetters, a younger demographic. I was challenged with demonstrating unique ways to communicate breadth, depth and immersion. The tone of the campaign was to feel cool, young, cutting-edge and authentic.
My Design Rationale: I utilized the play button as a dynamic element that evolves throughout the piece. It begins as an animation for the text and gradually transforms into arrows. The background texture is abstract sound waves, adding depth and context to the visual storytelling.
I wanted the bold copy to be viewed first in the hierarchy of the creative, directly connecting to the imagery of the artist/host. This was to establish an immediate connection with the audience. I designed this visual system with adaptability in mind, allowing to easily swap in different genres and content.
SiriusXM “Now Playing” Campaign
Inspiration
Pandora Halloween Cultural Moment
I worked on concepting and designing this Halloween campaign. The designs are based off of “Pandora’s House of Monsters.” I created a different monster per the Pandora mode/genre. The monsters were contained to stylized frames, as if they were being displayed in a haunted house. The background texture was created after researching current trends at that time. Tye-dye/bleach dye were trending during the pandemic and they inspired the background texture used. These designs were used across email, programmatic banners, paid and organic social.
