I was brought in to creative direct the inaugural concert season. I started by laying the foundation, a brand guide, design system, custom typography, animation toolkits, and a clear design sensibility. From there, the brand moved into the live environment, with visuals spanning 27 different video systems: from a three-story 360 degree LED façade to stage displays, box office, concession displays, and elevator screens. Each had its own function, but together they had to feel like one cohesive experience. On the digital side, I built the social and marketing rollout, starting with the launch campaign, monthly artist promotions and extending into highlight reels, countdowns, and promotional content, including a Times Square takeover. I also led the paid promotion visual strategy, creating campaigns across subway ads, ferry ads, time square billboards, Instagram ads, and other digital placements to drive audience engagement.
I stayed on year after year to maintain the look and brand identity, producing sizzle reels, sponsorship decks, and PR-ready content for Live Nation, artist management, and sales teams. Each season delivered 370+ unique video assets, building a connected ecosystem across screens, social, and executive communications. In 2024, I guided the brand’s next evolution, overseeing the name and identity shift into the Seaport Concert Series on the Rooftop at Pier 17.
I was brought in to creative direct the inaugural concert season. I started by laying the foundation, a brand guide, design system, custom typography, animation toolkits, and a clear design sensibility. From there, the brand moved into the live environment, with visuals spanning 27 different video systems: from a three-story 360 degree LED façade to stage displays, box office, concession displays, and elevator screens. Each had its own function, but together they had to feel like one cohesive experience. On the digital side, I built the social and marketing rollout, starting with the launch campaign, monthly artist promotions and extending into highlight reels, countdowns, and promotional content, including a Times Square takeover. I also led the paid promotion visual strategy, creating campaigns across subway ads, ferry ads, time square billboards, Instagram ads, and other digital placements to drive audience engagement.
I stayed on year after year to maintain the look and brand identity, producing sizzle reels, sponsorship decks, and PR-ready content for Live Nation, artist management, and sales teams. Each season delivered 370+ unique video assets, building a connected ecosystem across screens, social, and executive communications. In 2024, I guided the brand’s next evolution, overseeing the name and identity shift into the Seaport Concert Series on the Rooftop at Pier 17.
Located in New York City’s Seaport District, The Rooftop at Pier 17 is renowned for its Summer Concert Series, where global stars like Billie Eilish and Lil Nas X perform with stunning views of the Manhattan skyline and Brooklyn Bridge as the backdrop. The venue has become a cultural landmark, symbolizing the vibrant energy and entertainment that define the revitalized Seaport.
Located in New York City’s Seaport District, The Rooftop at Pier 17 is renowned for its Summer Concert Series, where global stars like Billie Eilish and Lil Nas X perform with stunning views of the Manhattan skyline and Brooklyn Bridge as the backdrop. The venue has become a cultural landmark, symbolizing the vibrant energy and entertainment that define the revitalized Seaport.