Live Nation
As Creative Director, my role extended beyond festival branding into business development, revenue strategy, and marketing—demonstrating how a creative lens can drive impact across every facet of a global organization.
Creative Strategy that Drives Partnerships
I oversaw all high-level partnership pitches for Live Nation’s festival and experiential portfolio. This role demanded equal parts design leadership and strategic storytelling: honing the narrative, structuring complex content, and elevating presentations into cohesive, persuasive messages.
To strengthen partner confidence, I also developed proof-of-concept activations—bringing abstract ideas to life through tangible creative visions. This approach positioned Live Nation as an innovative partner of choice for organizations such as the NFL, the Biden White House, and Alliance Insurance.
Setting the Standards for the Global Stage
As Creative Director for Live Nation’s music festival division (C3 Presents), I managed the creative & strategic development of our international festival portfolio. This included everything from designing festival brand kits to partnering with external marketing and production teams to create on-brand experiences. View case studies for:
Lollapalooza Global
Voodoo
Innings Festival
Shaky Knees
Metarama
Turning Audience Data into Festival Revenue & Experiences
I partnered with festival leadership to evolve ticketing and fan experiences. By combining survey feedback, demographic research, and ticketing data, I identified new audience behaviors that led to distinct ticket types and experiential add-ons. This data-driven approach deepened fan loyalty, unlocked new revenue streams, and positioned Live Nation festivals at the forefront of fan-centered innovation.
GA+
Drawing on years of fan survey insights, my team and I identified an untapped opportunity between standard GA and premium VIP tickets. We built the business case and launched GA+, a new ticket tier that balanced fan needs—like shade and private restrooms—with accessible pricing. Rolled out across Live Nation’s flagship festivals (including Lollapalooza, ACL Fest, and Bonnaroo), GA+ quickly became one of the most profitable ticket types in the business, with margins as high as 90%.
Original pitch deck slide
GA+ in action
Bonus Tracks
By analyzing a decade of festival audience trends, my team and I identified an opportunity to create a stage that went beyond traditional performances at ACL Festival. I developed the concept and name Bonus Tracks—a space for added programming such as artist interviews, panels, and daily yoga. Over time, Bonus Tracks has grown into a valuable sub-brand of its own, hosting cultural voices like Billie Eilish, Brené Brown, and Bono, and enriching the festival experience with new dimensions of engagement and brand partnerships.
Original pitch deck slide
Logo Design by Chelsea Guerra
Bonus Tracks in action
High-Impact Strategy, Low-Cost Execution
Maximizing impact on minimal budgets, I led creative strategy and execution across digital and in-person campaigns—driving share of wallet and PR lift through resourceful, high-ROI solutions.
2020 for $20
At ACL Festival, I rebranded the existing Layaway program—where fans secure tickets with a small deposit—into the bold, memorable campaign “2020 for $20 Down.” By transforming a simple payment plan into a branded offering, Layaway became a powerful driver of early ticket sales and accessibility.
I also built follow-up strategies for Layaway purchasers, from upsell opportunities to engagement touchpoints. Although COVID disrupted the 2020 season, the approach established a model for deepening loyalty and maximizing revenue from early buyers.
Legend of Lolla
We partnered with MLSE Arcade to develop a mobile/web-based mini game inspired by my Lollapalooza rebrand and retro 8-bit arcade games.
In “Legend of Lolla”, players selected one of three branded characters and played them across Grant Park, Chicago avoiding obstacles and unlocking unique content like leaked artists from the lineup or VIP tickets.
The goal was to give fans a new way to interact with the Lolla brand and leverage mobile-first content as part of the festival campaign cycle.
Results:
62,000 users engaged
Average engagement time 4m18s
Home screen
Playable branded game characters
Gameplay screenshots
ACL Fest Golden Porta Potty
ACL Fest's Golden Porta Potty was a PR gag, epic online contest giveaway, and source of unlimited advertising inspiration all rolled into one. By reframing a main “pain point” at the festival (bathrooms), a unique social campaign story was built. We bought an (unused) porta potty and transformed it inside and out, even installing AC and a television. Six lucky contest winners won a full day of access to it at ACL Fest.
Results:
1.7M impressions on social media over 3-day campaign
230K visits to site
39K contest entries
Grassroots Marketing that Resonates
To launch Live Nation’s newest festival, Sea.Hear.Now, I partnered with two icons of American music culture—writer Tim Donnelly and photographer Danny Clinch—on a limited-edition zine distributed across the Jersey Shore and New York City.
This grassroots piece gave the festival a distinctly local voice, blending surfer stories, an interview with headliner Jack Johnson, and original photography that celebrated the spirit of the shore.
The SHN zine offered a refreshingly authentic way to market a global festival brand—retaining a homegrown, DIY feel while being backed by the world’s largest entertainment company.
I designed and illustrated the zine cover-to-cover, incorporating photography from Danny Clinch and words from Tim Donnelly.
Built to Be Shared: ACL Festival
At ACL Fest, some of the most memorable brand stories weren’t told through ads — they were captured in selfies. These on-site installations transformed open spaces into immersive backdrops that celebrated the color, texture, and energy of the festival itself. Developed in partnership with creative, production, and fabrication teams, each piece embodied marketing without marketing: art that invited participation, sparked emotion, and made every fan a storyteller.
Festival Flags
To help beautify the ACL Festival grounds with pops of color and photo inspiration, I've created three custom flag installations over the past several years. At a size of almost 11 feet high, these flags make a huge impact and are immensely popular to photograph and lounge around.
Rock Island Sign
Utilizing Zilker Park's famous Rock Island, and in coordination with a team of fabricators and park engineers, I designed our own version of the classic Hollywood Sign for ACL Festival.
Stage Scrims
From 2013-2016, the four main stages at ACL Festival featured my designs – capturing specific details about Austin and presented in a bold, graphic style that paid homage to screenprinted gigposters.
