Hollywood Bowl 2021 Campaign Design
Summer is the best time of year at the Hollywood Bowl, and after an unexpectedly canceled 2020 season, the LA Phil Association wanted to celebrate a triumphant return to live music at the historic venue as soon as the city allowed. Once they got the green light, a star-studded lineup of artists—including L.A. greats like Kamasi Washington, Thundercat, and Flying Lotus—came together quickly, and we needed a bright and bold campaign to get Angelenos excited about packing up their picnic baskets and heading up Highland Ave. With the aggressive scheduling of artists, the campaign design needed to come together in just two weeks.
Utilizing the already bright color palette for the Bowl, I designed a simple system based on the curved lines of the Bowl’s iconic shell that could flex and grow across various formats. The campaign promoted the festival season overall, as well as individual performances—spanning print, digital, and OOH applications.
Each event required several promotional graphics across digital platforms, requiring a design system that could easily adapt across instagram posts and stories, twitter, and digital billboards at the Hollywood bowl and Walt Disney Concert Hall before performances.
Each performance included three to five different graphics at varying aspect ratios. I kept graphics looking fresh across platforms by utilizing a system of different colorways, photo framing devices, and typographic only options. In total over 110 digital assets were created for the campaign.
