UNDER THE LIGHTS

Brief:

Zappos.com inspires people to live, work, and play by cultivating environments that encourage creativity, discovery, and WOW experiences.

Tony Hsieh was dedicated to revitalizing part of downtown Las Vegas through investment in small businesses, tech startups; real estate and development; and arts and culture.

I was hired to direct and manage a summer concert series that incorporated all of the elements mentioned above and created a place for the community to coalesce and enjoy.

Role: Creative Direction, Project Management and Marketing

Year: 2015

Collaborators: Development, Herb Williams; Photography, Checko Salgado; Visual Effects, Jesse Smigel

The branding for Under the Lights was meant to reference a history of concert poster design and retro funk & soul promotions.  Fun and contemporary color ways were adopted and paired with impactful fonts and gradients. 

Under The Lights strove to be an intimate engagement that would tap into the craft cocktails, art installations, and foodies. We had different artists create posters and t-shirts. There were a handful of chefs doing food explicitly for the event. We were able to lean on sponsorship through food, art, and drinks. 

We wanted the website to be modern and draw colors from the initial advertising and marketing. Broken up into three sections; planning, exploring, and purchasing (tickets and merchandise).

We had to get creative with our advertising buy because it was concert series that stretched out over three months. Targeting 'hip' neighborhoods with billboards and duratrans was one channel while relying heavily on social media buys, and traditional media was another. 

Promotional Video