Breaking Sound is a music solutions company that provides a platform for emerging artists to perform live in unique venues across the globe. As the Creative Director, I was initially brought on to revamp their homepage layout to better connect with their younger Gen-Z audience, add ticketing, as well as promote partnerships and collaborations. I developed and developed their new website using Squarespace and some custom coding. However, as our relationship grew, my involvement expanded to include specialized tasks such as art direction, video editing, merchandise production, as well as still and motion graphics production. With a focus on creating engaging visual experiences, I conceptualized and produced all the content featured on this page. Additionally, I provided valuable business consulting services that helped Breaking Sound to further develop their brand and grow their audience. Through my collaboration with Breaking Sound, we were able to successfully elevate their brand and increase their reach among the younger demographic. It was an exciting project that allowed me to leverage my skills and creativity to help promote emerging artists and showcase their talent to the world.

Services: Creative Direction, Branding, E-Commerce, Merch Development, Still and Motion Graphics production, Video Editing, Data Capture, Integration of AI tools, Consultancy, 3D Rendering
Programs: After Effects / Illustrator / Photoshop / Descript / Blender / Typeform / VideoAsk / Asana
The brand refresh project presented a unique opportunity to bring together two distinct stylistic approaches. To achieve this, I began with a clean-cut, san-serif design language, featuring a stark white-on-black color palette. This approach provided a strong foundation for the brand, while also allowing me to explore creative ways to enhance its simplicity.
In researching Gen-Z preferences, I noticed a growing interest in vintage 2000s styling. Using this insight as inspiration, I developed a range of deliverables that incorporated this style of digital grunge with clean lines. This approach was especially effective for Instagram stories, reels, and email blasts, resulting in eye-catching and engaging content that resonated with the brand's target audience.
Overall, the project allowed me to showcase my ability to blend different styles and aesthetics to create a cohesive and compelling brand identity. I'm proud of the results we achieved and excited to see the brand's continued success.
MerchClub
MerchClub was a dropshipped custom merch solution I developed from the ground up for our artists. Custom web store with unlimited merch for sale without any upfront costs to our artists.
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AI Text-to-Voice Artist Submission Tool
As a way to streamline the artist selection process and increase efficiency, I developed a solution to help our bookers discover and vet potential artists more quickly. After feeding an AI program hours of video data from our head booker and co-founder, I was able to generate a synthesized voice to use in a new format of the booking process.
With this tool in hand, I created an interactive video-based booking service that utilized platforms like VideoAsk to provide artists with an engaging medium to submit their work. By offering a more user-friendly experience, we were able to receive a greater number of submissions in less time, allowing our bookers to approve more artists for more shows than ever before.
Overall, the project demonstrated my ability to use innovative solutions to help our team work smarter, not harder. It was a successful endeavor that not only improved the efficiency of our booking process, but also created a better experience for the artists we work with.
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