RED BULL | DANCE YOUR STYLE 2024 [US]

CLIENT: RED BULL • Year: 2024 • ROLE: LEAD PRODUCTION DESIGNER

SCOPE: RESPONSIBLE FOR CREATING ALL assets FOR A LARGE-SCALE NATIONWIDE EVENT — 11 cities

TOOLS USED: ADOBE PHOTOSHOP + ADOBE ILLUSTRATOR + ADOBE INDESIGN

In 2024, the competition spanned several major U.S. cities, including Houston, Salt Lake City, Kansas City, Tampa, Charlotte, Baltimore, Chicago, Memphis, Boston, Los Angeles, culminating in the National Finals in Atlanta.

As the sole lead production designer, I was entirely responsible for creating all marketing assets, ensuring they were visually cohesive and aligned with the events brand guidelines. This six-month+ project demanded meticulous attention to detail, rapid turnarounds, and strategic planning as I collaborated with the marketing teams across all participating regions to deliver a unified experience.

In my role, I had a diverse range of responsibilities. My main tasks involved adapting the primary key visual for various formats, such as large-scale banners, social media graphics, and printed materials. Additionally, I created custom assets specifically tailored to the unique needs of each region. These included competitor talent assets, battle brackets, signage, floor decals, voting cards, credentials, workshop flyers, after-party flyers, and drink menus.

In addition to the design work, I also contributed to the production process for all of the assets, coordinating with the printers and marketing managers to ensure that files were print ready and that everything was properly produced.

Overall, this was a complex and challenging project with various moving pieces and time differences to factor in, but I was able to successfully deliver all of the necessary materials for each event on time, exceeded expectations and received extremely positive feedback from the marketing teams for my work and diligence throughout the process.