Work / Event Marketing
USC Capstone — Live Music Experience
An immersive event marketing campaign built around the feeling of live music — capturing authentic audience emotion and artist storytelling to build brand affinity through shared experience.
01 — The Premise
Music is the most honest marketing there is.
The USC Annenberg capstone challenged us to design a real event marketing strategy from concept to execution. The question I kept coming back to: what if the event itself was the brand story? Live music creates moments of collective feeling that no ad campaign can fake. That's where we started.
02 — The Performers
Artists who bring something real to the room.
We curated a multi-format lineup — intimate acoustic sets, electronic DJs, full bands — designed to draw different audience segments into the same shared space. The goal wasn't scale. It was depth of feeling. An audience member who cries at a show remembers the brand.
03 — The Production
Every visual detail is part of the story.
From the LED-lit crowd moments to the intimate café performances, each production element was designed to be photographed, felt, and remembered. The performer on the Roland keyboard in an open café setting — that's not a secondary act, that's the brand's warmth made physical.
04 — The Crowd
The audience is part of the content.
An LED robot costume performer moving through the crowd. Bodies pressed together watching a stage. These aren't just event photography moments — they're proof of concept. When the audience becomes part of the visual story, they're no longer just attendees. They're ambassadors.
Deliverables