CLIENT - Illuminarium Experiences
ROLE - Art Director & Creative Strategist
ROLE - Art Director & Creative Strategist
Overview
In a city overflowing with entertainment, launching a successful immersive experience in Las Vegas required more than stunning visuals—it needed emotionally resonant storytelling and a clear connection with the audience. As Creative Director, I led the creative strategy to ensure the brand stood out and achieved a significant impact across multiple markets.
In a city overflowing with entertainment, launching a successful immersive experience in Las Vegas required more than stunning visuals—it needed emotionally resonant storytelling and a clear connection with the audience. As Creative Director, I led the creative strategy to ensure the brand stood out and achieved a significant impact across multiple markets.
Strategy
- Explored multiple visual storytelling approaches to communicate the essence of the immersive experience
- A/B tested promotional imagery featuring key art versus people-in-experience visuals
- Prioritized content that showcased real human interaction and emotion to build relatability and shape user expectations
- Applied a successful creative strategy to an existing Atlanta market to validate results at scale
Key Takeaways
- Imagery featuring people outperformed traditional key art, driving deeper emotional engagement and higher ticket sales
- People-centered visuals encouraged more frequent social sharing, fueling valuable organic promotion
- Reinforced the importance of human-centric design in entertainment marketing—emotion connects, and connection converts
Results
- 28% increase in funding post-campaign
- Generated approximately $20 million in revenue
- Strategy proved repeatable—delivered consistent success across multiple U.S. markets
ADDITIONAL WORK AVAILABLE UPON REQUEST
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