HARD Summer 2023

Marketing & Creative Director

Creative:

Brand Identity, Art Direction, Video Direction, Experiential

HARD first found its roots in the Los Angeles scene in 2007. HARD Summer 2023’s brand identity paid tribute to 2000s nostalgia and LA urban references as a celebration of their long awaited return to Los Angeles.

Collaborated with a team of designers, video editors, and animators to conceptualize and develop the brand identity for HARD Summer 2023.

Maintained and upheld brand standards through creative directing and having final approval over all creative assets for the HARD brand including digital web and social assets, print and out of home, videos and trailers, and merchandise.

Directed and approved on-site decor, art installations, and signage.

Directed and oversaw a team of photographers, videographers, and designers on-site during the festival.

Marketing:

Brand Strategy, Content Creation, Story Telling, Advertising, Social Media, Partnerships

To celebrate HARD Summer’s long-awaited return to Los Angeles after 10 years, the 2023 marketing and creative campaign aimed to deeply connect with the local Angeleno dance music community. This was achieved not only through engaging social content, featuring carefully curated memes that resonated with HARD’s audience, but also by partnering with iconic LA businesses like Grand Central Market, Fat Sal’s, Cafe Dulce, and more.

Directed and oversaw a team of managers across each marketing vertical: paid advertising, social media, out of home, email and web, public relations, influencers, and radio.