Live event production
Working across live music, entertainment, tech, and retail spaces to produce impactful experiences for guests and clients alike.
What i do
With a background in communications, marketing, and art, I produce major events from both an experiential and operational standpoint.
Successful events require knitting together cultural relevance, with empathic ear towards clients’ needs. With this outlook, I’ve completed large-scale activations and music festivals for major brands to reach the masses, as well as created custom one-offs that speak to a curated audience.
I specialize in drilling down from the big picture to the minute details, and thrive on filling in all the colors and textures.
An American living in Tampere, Finland, I'm available to both European and North American clients.
Work
My experience spans the design, tech, retail and entertainment spaces. From large scale live productions at music festivals to curated digital presentations, I manage the big picture as well as the details.
Balad Beast 2025
A 2-day festival in the ancient UNESCO world heritage site, Al-Balad, Jeddah, this block party blends heritage and fête like no other. Developed effective wayfinding that fit the festival look and feel and worked for a site that was both a beautiful maze and undergoing active restoration.
Project touchpoints included:
Wayfinding strategy
Signage and print branding lead
Design and graphics management
Vendor management
Soundstorm Music Festival
Saudi Arabia’s largest and loudest festival, MDLBEAST puts on Soundstorm, a massive site to celebrate global and local music. Over 3 days with 8 stages, over 200 artists - including headliners Steve Aoki, DJ Snake, David Guetta - and the tallest stage the world has ever seen. The festival brings in over 100k fans daily.
Project touchpoints included:
Signage and print branding lead
Design and graphics management
Budget management
Project planning and management
Vendor management
Wayfinding strategy
Final Fantasy IV Rebirth: The Exhibition
As part of the Esports World Cup. The exhibition showcased the rich history of Final Fantasy, as well as the incredibly detailed artwork and deep storytelling of the Final Fantasy world.
Project touchpoints included:
Design and graphics management
Art direction
Vendor management
Print and install management
Video © Qiddiya
Balad Beast 2024
A 3-day music festival in the ancient UNESCO world heritage site, Al-Balad, blends history and high-powered musical acts like no other.
Project touchpoints included:
Wayfinding strategy
Signage and print branding lead
Design and graphics management
Vendor management
American Express at Austin City Limits
The largest activation at Austin City Limits music festival, American Express delivered a host of elevated experiences like a lounge space, premium stage viewing, a record store, a juice bar, photo moments, and customizable swag.
Project touchpoints included:
Development of experiential environment
Vendor engagement
Document creation & copywriting
Creative liaison with design, fabrication, signage teams and vendors
Event management
Staff training & management
Empire Outlets Grand Opening
Staten Island’s newest outdoor outlet mall, Empire Outlets, flung open its doors with 5 days of programming included a ribbon cutting ceremony, a VIP party, street performers, live digital illustration, photo booth, food trucks, art installation, DJs, and daily art activities for kids. The opening saw over 11,000 guests through the space.
Project touchpoints included:
Experiential strategy and development
Environmental experiential design, including fabrication
Curation and programming over 5 days
Client management
Team management
Solutions for an ever-changing live construction site to transform into a successful opening
Empire Outlets 4th of July Block Party
After a successful grand opening, Empire Outlets threw down for a weekend of American classics including fire works, tie-dye, live music, and a professional sand castle builder. The weekend was crowned with a beloved Staten Island tradition; a cannoli eating contest.
Project touchpoints included:
Experiential strategy and development
Curation and programming over 3 days
Project management
Client management
Budget management
Team management
Applied Empathy Panel + Podcast
To exemplify how empathy shows up in our personal and professional lives, NYC-based agency Sub Rosa hosted a monthly conversation in which invited guests discussed a central theme before a live audience. This dynamic conversation then turned into a widely distributed podcast.
Project touchpoints included:
Talent engagement
Theme strategy
Show calling
Email marketing & social media planning
Podcast script copywriting
Voice over recording
Podcast distribution
New Balance x NYC Marathon
TCS New York City Marathon and New Balance came together to treat marathon runners. With sound baths, a panel with Michael Rapaport, and more, runners were able find respite during the frenzy of the days around the race.
Project touchpoints included:
Programming
Staff Management
Vendor & Partner Management
Event Management
Social Media Planning
SoFi Spa at Bottlerock Festival
At BottleRock's spa experience, SoFi members picked up a festival survival kit premium at a built-out concierge desk. Meanwhile, an interactive 180 degree photobooth and SoFi ball pit with a Napa spin were open to all guests.
Project touchpoints included:
Experiential development
Creative direction
Event management
Staff training & management
The Art of Basketball
With the Golden State Warriors in the playoffs, the Astro Studios hosted the show “Art of Basketball”, showcasing basketball themed artworks and Astro’s ability to listen and reflect back the current beat of culture.
Project touchpoints included:
Project touchpoints included
Event Strategy
Artist Outreach & Coordination
Event Management
Email Marketing & Copywriting
Social Media Planning & Copywriting
Swag Production
In Goop Health
Goop, the ultimate in top-tier wellness geared towards women, wanted to bring their “In Goop Health” 1-day conference to NYC. Working with Sub Rosa, our team brought the Goop vision to life by transforming the South Street Seaport into an airy haven of relaxation and well-being.Programming included yoga classes, 48+ food and spa treatment vendors, a panel of A-listers thought leaders, psychics, and a VIP lounge for extra special guests.
Project touchpoints included:
Training for 150+ staff
On-site management
Document creation
Systematic distribution of swag for 2,000+ guests