Leading art direction for Broccoli City has been one of the most fulfilling roles I’ve been part of. Each year starts with a feeling, a mood, a concept, and from there we build a narrative that informs every touchpoint.

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I always push the work to reflect the audience back into the creative. Whether we’re highlighting longtime attendees through social campaigns or riffing on the conversations and jokes happening online, the world we build mirrors the people the festival serves.

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I help establish the visual language hands-on through key illustrations and design moments, then bring in and guide additional illustrators to scale the campaign while keeping a consistent look and feel across every surface.

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From there I assemble and lead the teams that carry the story through execution, including during the festival itself. We set up multiple capture crews across the grounds to translate the live energy into ongoing storytelling so the experience people feel in person continues well beyond the weekend.

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It’s a process rooted in community. When people see themselves in the work, the festival stops feeling like something they attend and starts feeling like something they own.