Red Bull Music AcademyIntegrated Campaign

campaign design, strategy and direction for rbma nyc 2013.

the goal was to fully conceptualize, design and produce robust multi-channel marketing and promotional campaign which included: subway dominations, Colossal wallscapes, traditional billboards, wildposting as well as digital banners and site takeovers including Fader, Pitchfork, Complex, Pandora and Spotify. all festival materials including unique artwork for all events, all media and participant materials including but not limited to t-shirts, tote bags, ID badges and vouvelle wheels. staff, design and produce a daily newspaper with 80,000 circulation to be distributed at strategic locations around the city during the festival – as well as be on-call for any and all needs that arose throughout the academy and festival.

with questlove as the academy’s most visible ambassador, we built a campaign which used portrait and event photography, original commissioned illustration for each event, and a bold type-driven calendar system to create awareness in both niche music communities and New York City at large. We took great pains to pay proper tribute every facet of an epic musical undertaking.

this academy was one of red bull’s most successful culture marketing activities and became a benchmark for their future work in that space, including music, art, and beyond.

completed at doubleday & cartwright.

New York Times

art direction, design, print production coordination
integrated campaign