PROGRAM OVERVIEW

For the fourth installment of AT&T Emerging Voices, a platform dedicated to amplifying underrepresented artists, our team crafted a digitally-focused strategy for the showcase. Inspired by the latest TikTok trends, the performance format follows a concise, high-quality concert that seamlessly blends authentic artistic expression with top-tier production value. This approach captivates audiences, ensuring an engaging viewing experience for viewers at home.

MY ROLE

As the creative lead for this project, I spearheaded the strategic direction, ranging from selecting the optimal platform for premiere to assembling a skilled crew and director, meticulously scouting locations, and storyboarding the entire production. Additionally, I coordinated a team of designers to infuse Yahritza y Su Esencia's existing branding with a bespoke touch, integrating custom chrome graphical elements seamlessly into both the performance and promotional materials.

Creative Director: Alexander Turk | Associate Creative Director: Rose Leopold | Associate Creative Director: Cam Curran | Designer: Matthew Bielak | Animator: Benjamin Leopold | Production team: Stadium | Executive Director: German Torres