CATEGORIES: Design Direction, Experiential Design, Brand Identity, Brand Strategy

PROJECT: Not A Test is a three-day time-hopping tour of what’s next in Hip-Hop, brought to you by VICE Media Group.

Kicking off a first-of-its-kind opportunity at Art Basel Miami Beach in December 2023 as the international fair’s first media partner, Vice launched an three-day experiential program celebrating Hip-Hop’s 50th anniversary.

The first 50 years of Hip-Hop was defined by unbridled creative expression and innovation. What's next? VICE in collaboration with creators, artists and partners looked ahead to the next fifty years of this boundary-pushing art form, boundary-pushing evening performances, live programming and an always-on multi media installation.

CORE TEAM: Group Creative Director: Olivia-Jene Fagon / Design Director: Hannah Smith / Sr. Environmental: Maria Aguiar / Designer: Hunter Reed + many more.

CATEGORIES: Brand Identity, Brand Strategy, Creative Direction, Illustration, Experiential Design

PROJECT: Lose yourself in the valley of the sun. Lost Lake is an award winning music and arts festival in Phoenix, Arizona.

AWARDS: FestX Best New Festival

ROLE: Lead Designer and Art Director for Lost Lake, 2018. I oversaw a team of creatives 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.

TEAM: Marketing Director: Caitlin Maloney / Lead Creative: Hannah Smith / Web Dev: Sam White / Jr. Designer: Michaella Devetter

CATEGORIES: Brand Identity, Design Direction, Experiential Creative Direction

PROJECT: Un Reventon de Verano, is an award winning online celebration of culture, inspired by carnaval. Anheuser-Busch portfolio-led, multi-artist interactive live stream experience. 6 Brands, 7 Performances from top-tier Latin acts across genres & passion points.

RESULTS: Amplification across a record-breaking number of streaming channels with artist profiles driving strong results for our most complex and ambitious livestream to date. 84k peak concurrent viewers / 70 streaming endpoints. 635k engagement / 405k hours of branded content views / 14MM views

ROLE: Design Directed festival from conception to execution.

AWARDS:
2021 Reggie Awards - Bronze Winner, Experiential Marketing (Virtual Events)

2021 ABI CreativeX - Experiential Réventon De Verano Festival

CATEGORIES: Brand Identity, Brand Strategy, Design Direction, Experiential Design

PROJECT: A two-day Juneteenth celebration in Altlanta. Going beyond conferences and beauty pop-ups, Unbothered’s The Glow Up hosted a bold convening of young black women and the Unbothered family at a two-day live event in Atlanta.

Across talent-driven programming, creator-made installations, and live entertainment, The Glow Up was centered on levelling up our 4000+ attendees across their mental health, careers, and passions. We brought honest conversations, the inspiring Black voices, your favorite franchises and the incomparable vibes of Unbothered digital to life - IRL.

It’s a new event concept that fuels her glow up from the inside out.

ROLE: Design Director for the entire event - directed renders, developed creative concepts and lead the development of brand guidelines.

TEAM: Production Partner: IC-YA / Render Artist: IC-YA / Group Creative Director: Olivia-Jene Fagon / Design Director: Hannah Smith / Designer: Brendan Robson

CATEGORIES: Experiential, Identity, Design Direction

PROJECT: People missed connecting over a meal outdoors at their favorite restaurants during the Summer but as restaurants reopen with limited capacity for summer dining - outdoor seating reservations will be far and few.

Stella Artois and top chefs from New York’s favorite restaurants came together to create the longest riverfront patio, where guests could savor an exclusive take on New York's most beloved dish – the iconic pizza. All summer long, on Pier 16 and Pier 15 at the Seaport, we invited guests to reconnect with friends, family and the city they’ve missed with an unforgettable dining experience that celebrated a slice of NYC’s culture through food, music, and beer.

Stella activated 6 events throughout the summer celebrating 11 top New York restaurants.

ROLE: Design Director for the program. Concepted event from the ground up. Led a team of designers to create the visual identity and worked alongside the rendering team to create builds from concept to fabrication.

TEAM: Design Director: Hannah Smith / Group CD: Tom Slater / Designers: Dan Halyburton & Jazmin Lihou / Photography: Sean T. Smith

FEATURED: BizBash Industry Innovators

AWARDS: 2021 Reggie Awards - Bronze; Purpose, Cause, Charity Marketing

CATEGORIES: Art Direction, Animation, Social Content Direction, Social Strategy

PROJECT: 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.

TEAM: Sr. Creative Team: Hannah Smith & Kerry Keady / Creative Director: Brad Levine / Superfly Producer: Pierre Roache / Production Company: Media Strangers / Photographer: Jeremy Cohen

CATEGORIES: Identity, Creative Direction, Animation, Social Content Direction

PROJECT: 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 FESTIVAL: 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.

TEAM: Creative Lead: Hannah Smith / Web Dev: Sam White / Web Designer: Jen Dorman / Jr. Designers: Annabelle Golding, Nico Hammill & Carrie Rumancik / Social Lead: Leesa Allmond

CATEGORIES: Experiential, Identity, Design Direction

PROJECT: Select Cannabis invited festival-goers at Pitchfork, Outside Lands and Life is Beautiful to an out of this world experience. Guests rolled up to SelectX and prepared for a mission that mostly centred around joy, peace, and wonderment within – leaving everyone who enters feeling infinitely Better.

This festival sponsorship was the first cannabis activation ever at Pitchfork. SelectX gave an interactive educational experience about Select cannabis.

ROLE: Design Director for the program. Concepted sponsorship build from the ground up. Led a team of designers to create the visual identity and worked alongside the rendering team to create builds from concept to fabrication.

TEAM: Design Director: Hannah Smith / Senior Designer: Dan Halyburton / Photography: Sean T. Smith

CATEGORIES: Design Direction, Creative Direction, Experiential Design, Brand Identity, Brand Strategy

PROJECT: Marc Jacobs returned to the desert with i-D to host an epic Coachella pre-game. With a postmodern gothic style inspired by Marc Jacobs 2023 RTW show ‘Heros’, guests enjoyed a premium experience with access to the Viking Vila estate. This house party had a full set list of performances and guest appearances from celebs like Lewis Hamilton and Leonardo DiCaprio.

CORE TEAM: Creative Director: Troi Jackson-Con / Design Director: Hannah Smith / Sr. Environmental Designer: Mari Aguiar / Designer: Hunter Reed

CATEGORIES: Experiential, Identity, Design Direction

PROJECT: Nothing brings people closer together than when you start with a Stella over a meal with the ones you love. Frites Artois is a 3 week Wynwood pop-up in Miami. Stella Artois is invited guests to add a little flavor to the simple things in life by upgrading classic fries to pomme frites through a unique brand-owned dining experience. We showcased a range of tasty collaborations featuring notable local chefs and tastemakers in art, music and style for guest to discover and celebrate, while sharing the beautiful fusions of flavor and culture, together, in The Life Artois.

ROLE: Design Director for the program. Concepted event from the ground up. Led a team of designers to create the visual identity and worked alongside the rendering team to create builds from concept to fabrication.

TEAM: Design Director: Hannah Smith / Group CD: Tom Slater / Designers: Kathleen Harmon & Jazmin Lihou

CATEGORIES: Design Direction, Experiential Design, Brand Identity, Brand Strategy

PROJECT: Season 3, episode 6 of The Boys, titled Herogasm, is not quite for the faint of heart—Amazon asked VICE to bring its central plot element and set, a superhero orgy in a mansion, to life. The goal was to drive viewership of the episode and provide the ultimate fan experience as sinfully and legally as possible.

VICE threw a blowout, sex-themed house party in a Las Vegas mansion that immersed fans of The Boys in the world of Herogasm and the overall show. Big Freedia headlined the event, and Coco & Breezy DJed. We completely customized the venue with photo experiences, ice sculptures, hundreds of dildos, and way more.

CORE TEAM: Creative Director: Emery Cooper / Design Director: Hannah Smith / Designer: Zac Lux

CATEGORIES: Creative Direction, Set Design, Strategy

PROJECT: Collaborations are a mainstay of art and culture. The coming together of two creative forces to create something even more powerful.

In recent years collabs have taken on a new meaning. Drops. Remixes. Pairings between the unlikeliest of duos. All with the outcome of taking each respective fandom to the next level.

But never before have we seen a pairing this epically sweet. America’s two favorite desserts fused together into something so incredibly delicious...this may be the be-all end-all of mixes.

Introducing OREO® X Funfetti®

TEAM: Production Company: Black Math / ACD: Hannah Smith / Copywriter: Stacy Brumley / Art Director: Kristen Coconis / Creative Director: Michelle Underwood

CATEGORIES: Brand Identity, Design Direction, Experiential Creative Direction

PROJECT: After a successful first year, the platform CASA BACARDĺ returned to festivals across the states to continue to celebrate the passion and freedom to DO WHAT MOVES YOU. An immersive escape to a fantasy Island, lush with tropical flavors and unforgettable moments with friends. Where engagements and look and feels are tailored to each festival’s culture to truly connect with fest goers while inviting them to let their senses get carried away with the rhythm and spirit of Caribbean warmth.

ROLE: Design Directed festival from conception to execution.

Music, sports, comedy and food. We covered all of Citi Entertainment’s activations for all of Citibank’s social platforms.

My Role Included:

• Develop campaigns and strategy that fit under Citi Entertainment overarching campaign - Feel the Moment

• Present creative to clients and social teams

• Help run brainstorms

• Interview talent and attendees - including Charli XCX

• Supervise edits

• Design, animate and video edit social content

• Develop a look and feel per each event or campaign

• Create run of show and shot-lists per event

• Manage photographers and social creators

• Provide creative direction on the ground

• + more

CATEGORIES: Art Direction, Social Content Direction, Social Strategy, Concepting, Design, Animation

PROJECT: Outside Lands is a music and arts festival in San Francisco, CA. In 2018, I helped capture and produce content on the ground.

SOCIAL RESULTS FOR FESTIVAL: 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. I art directed all onsite photoshoots with talent.

TEAM: Creative Lead: Hannah Smith / Social Lead: Ashley White / Jr. Designer: Annabelle Goldin / Photographer: Jeremy Cohen / Content Creator: Chris Redder / Production Company: Human Being

CATEGORIES: Art Direction, Social Content Direction, Concepting

PROJECT: 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.

AWARDS: Shorty Social Good Award, Silver, Influencer & Celebrity Partnership

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.

TEAM: Sr. Creative Team: Hannah Smith & Kerry Keady / Creative Director: Brad Levine / Director & Editor: Ari Fararooy

CATEGORIES: Art Direction, Social Content Direction, Animation, Social Strategy

PROJECT: Voices of Change. Citi’s social channels transformed into an online megaphone for artists, speakers, and festival attendees at Global Citizens Festival. We amplified attendee’s voices to spread the word that action makes the world a better place.

RESULTS: We drove awareness through our compelling, human-focused narratives, scoring a 5 point lift in ad recall among those who were exposed to our content on FB and IG, and an 8 point lift among video viewers on TW. 33% higher than Citi’s brand health and mission awareness results in 2017. We had over 12MM video views and over 33MM impressions. On FB/IG, we saw a 2 point lift in action intent, motivating even more consumers to use their influence for social good.

AWARDS: Shorty Social Good Award, Winner in Financial Services

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

CATEGORIES: Creative Direction, Content Creation, Live Event Production

PROJECT: Citi celebrated the week leading up to The Grammy’s with intimate performances from some of the top nominated artists of 2020. We had the opportunity to get to know some of the Jonas Brothers biggest fans as well as got on a deeper level with Brandi Carlile and Brittney Howard during a special interview.

ROLE: Creative directed all of Citi Soundvault’s social and Life & Money blog content. Developed storyboards, hired crew and oversaw edit.

TEAM: ACD: Hannah Smith / CD: Mo Wynn

CATEGORIES: Art Direction, Design, Social Content Direction, Animation, Concepting, Social Strategy

PROJECT: Power the movement. We increased awareness of Citi’s partnership with Global Citizen as the returning presenting partner of Global Citizen Festival while showcasing how Citi empowers people and organizations who are out to change the world. We did this by creating a Snapchat Campaign that positioned Citi as not only a presenting partner at this year’s Global Citizen Festival but also an active supporter of sustainability, zero hunger, and gender equality.

ROLE: Lead Art Director. Helped develop social strategy for this Snapchat and YouTube focused campaign. Designed the admat that was used in OOH promotional material around NYC and on CitiBikes. Led creative direction onsite for content creators and managed the run of show to produce content within 24 hours. Supervised edits while also designing and animating original content.

RESULTS: We created a Snapchat Campaign including dynamic geofilters, Snapchat Story Ads, and Snapchat Ads. The Snapchat geofilter was Citibank's best performing Snap filter to date with over 154k earned impressions, a reach of 91k, and a 23% share rate.

TEAM: ACD Creative Team: Hannah Smith & Kerry Keady / Creative Director: Mo Wynne / Superfly Producer: Pierre Roache / Production Company: Human Being / Animator: Rich Browd / Content Creator: Chris Redder / Photographer: Jeremy Cohen

Designed and Illustrated custom merch for Bonnaroo, Outside Lands and Lost Lake.