︎


work    about
-

Wilderness Trail Experiential Tour

Art Direction – Experiential Marketing
2023


My team created an activation footprint and experiential plan for Wilderness Trail, a premium craft distillery in Kentucky. As art director, I directed the elements seen in this footprint including custom bar and backbar design, table and seating direction, decor, and signage. Throughout the space, smooth matte black contrasts worn, textured wood in a way that emphasize both the premium nature of the brand and the craft of its bourbon. The backbar is a custom wood build, with high-end textures and attention to detail. Minimalist yet effective bottle display was achieved through sleek shelving and LED lighting.

Our menus were stationed on the bar top and featured samples of three Wilderness Trail expressions. Our genuine Wilderness Trail barrels act as tables, showcasing a small educational tabletop sign that drives bottle purchase. Dried grasses and glass bottles with grains highlight the craft by tying in each of the grains used in the distillation process– barley, wheat, corn and rye. 
 
Our activation has been highly popular at whiskey events across the country, attracting bourbon whiskey connoisseurs, newbies and everyone in between. Our footprint succesfully invites guests to sample, learn, relax, and hopefully purchase a bottle or two for themselves.




2023 Experiential tour designed and managed by 160over90
Creative Director: Matt Tornetto
Art Director: Bridget Halliday (myself)
Copywriter: Madeline Houston
Production Managers: Mandy Heumann, Jill Stelzer
Production Artists: Amy Luna, Keith Miller
Account Executives: Maureen Chave, Lia Poin
Project Manager: Nicole Hagemann

Cabo Wabo Tequila x NASCAR Experiential Tour

Art Direction – Experiential Marketing
2023



Our client, Cabo Wabo Tequila, is the first tequila sponsor of NASCAR. We were tasked with developing a ‘thick-cut’ and badass activation footprint to show up at NASCAR’s most famous racetracks. Our team created the Cabo Wabo Garage, a fully decked out 30x30 space with a custom bar, photo op, and water refill station. As junior art director on the team, I took part in brainstorming and ideation, material selection, and bar and photo op comps. I also lead the development of the signage creative alongside our copywriter. At Talladega and Daytona racetracks, I designed custom wraps and creative for three satellite bars. In just 11 activation days (and a few more still to go in 2023), Cabo has gained over one million on-site impressions, over 27 million media impressions, and sold nearly 4000 cocktails.

The bar and backbar (below) were designed to look like it came straight from a car-fanatic’s garage. The tire-rack bar feature authentic racing tires with a painted Cabo agave emblem. A brushed stainless steel bar top wraps around the side to the backbar, where a branded pegboard holds shelving and tool display. 


The Victory Lane photo op (below) gives guests a chance to pose with Cabo for their race day pics. They can choose from a variety of props like vintage NASCAR jackets, hats, a trophy, and mini checkered flags. A digital gif with added branding is sent to guests for them to post on their own social media channels.




As an alcoholic beverage brand at a driving-focused event, it was important to us and our client to include strong responsible drinking messaging and programing. The front left wall of our space is home to our Refuel Station (below). A fridge with empty Cabo x NASCAR branded stainless steel water bottles sits next to a custom water spicket built into a mechanic tool cabinent. Signage encourages guests to have a plan and ‘make the pit stop’ by hydrating on race day and drinking responsibly.


Drink strategy (below) includes the Caborita (Cabo’s take on the classic margarita), the signature cocktail Cabo Wabo Smokeshow, and a non-alcoholic option. 


2023 Experiential tour designed and managed by 160over90
Creative Director: Matt Tornetto
Art Director: Bridget Halliday (myself), Katie Copeland
Copywriters: John Berube, Madeline Houston
Production Managers: Mandy Heumann, Jill Stelzer
Production Artists: Amy Luna, Keith Miller
Strategist: Chryssi Yip
Account Executives: Maureen Chave, Lia Poin
Project Managers: Nicole Hagemann, Katie Hogan

Audi MLS All-Star Game Vehicle Wraps

Art Direction
2023


My team designed these fully-custom vehicle wraps to celebrate the 2023 MLS All-Star Game, hosted at Audi Field. Inspired by the MLS branding and the energy and power of Audi’s electric vehicles, both wraps feature sharp angles and contrasting matte black and glossy red and white materials. Careful consideration was made for every line to follow the contours of the Q8 e-tron and the RS e-tron GT.




Creative Director: Matt Tornetto
Art Director: Bridget Halliday (myself)
Account Executives: Michael Smalls, Kate Garbarini
Production Artist: Keith Miller
Production Managers: Matt O’Keefe, Jill Stelzer, Mandy Heumann
Project Managers: Nicole Hagemann

All photos are property of Audi of America

SKYY Vodka Fall Shoot

Art Direction
fall 2022


For SKYY Vodka’s fall shoot, my team and I directed the creation of stills and video for SKYY’s social channels and various digital advertisements. With team input, I developed a holiday look-and-feel, lead venue and talent selection, recommended drink strategy, and prepared shot lists for our photographers and videographers. The moodboard below evokes warmth, celebration, and friendship which inspired our three different ‘moments’— a kitchen reunion, Friendsgiving, and a living room happy hour. Scroll to read more about each moment and see the final still deliverables.

Our talent selection process geared to find a diverse set of individuals that fit the 25-34 year old profile. Careful selection resulted in a group that feels like a genuine group of friends. In addition to talent selection, I directed the styling of our talent, from hairstyling and makeup to outfits and accessories. All choices revolved around the need for our talent to appear polished yet natural, elevated yet comfortable. Below is the final wardrobe moodboard presented to the client and talent.

Moment 1 – Kitchen Reunion (below): A reunion of close friends excited to reconnect and celebrate the holidays together. Guests arrive, gifting a bottle of SKYY. They gather around kitchen island as cocktails are prepped and garnishes added. Touches of simple festive decor that are wintery and organic with modern glassware and bar tools decorate the space.


Moment 2 – Friendsgiving (below): Friends gather around kitchen table to celebrate Friendsgiving with seasonal SKYY cocktails and Thanksgiving side dishes. Touches of simple autumn decor and Thanksgiving sides make the table and scene feel festive.





Moment 3 – Living Room Happy Hour (below): A casual social gathering with close friends in the living room. They catch up and celebrate the season over SKYY cocktails, small bites, and casual card games. The space is decorated with touches of simple festive decor that are wintery and organic with modern glassware and bar tools.



Art Directors: Bridget Halliday (myself), Katie Copeland
Copywriter: Madeline Houston
Account Executives: Maureen Chave, Lia Poin
Photographer: Chase Parr
Videographer: David Skaggs
Project Managers: Nicole Hagemann, Katie Hogan

Forty Creek Experiential Tour

Art Direction – Experiential Marketing
2023


As the art director on the 160over90 team, I had the opportunity to design an activation footprint and experiential plan for Forty Creek, Canada’s original craft whisky distillery. The final footprint—featuring a custom-wrapped Moby camper, bar, whisky sampling program, and educational elements—went on tour to whiskey events across America. 

My team explored a variety of approaches in our initial brainstorms including lifestyle-driven, brand-led, and Niagara-led territories, eventually leaning into the outdoorsy lifestyle the brand promotes. We took inspiration from its origins in the Niagara region for the materials and textures used throughout the space, from abstracted waterfalls to light wood to premium faux reeds/grasses. I designed the exterior of the moby to feature a stunning blue waterfall texture background, a bottle shot, brand tagline, and a qr code for CRM capture. No detail was missed, and the back of the Moby even opens to reaveal stunning photographic imagery and branding. And to drive home the camping aesthetic, the copywriter and I created bumper stickers with catchy bits like “Born in Niagara” and “Explore More. Worry Less. Drink Forty Creek.”
 

Our custom-wrapped bar offered a sampling experience for guests. Both neat serves and a customizable Forty & Ginger cocktail (choose between three different ginger beer/ale options) were served to appeal to whiskey connoisseurs and newbies alike. In addition to the bar menu, I also designed a take-home card with appearance, aroma, flavor, and finish notes and a QR code driving to purchase.



Below are additional educational signage pieces I designed for our footprint.


2023 Experiential tour designed and managed by 160over90
Creative Director: Matt Tornetto
Art Director: Bridget Halliday (myself)
Copywriters: John Berube, Madeline Houston
Production Managers: Mandy Heumann, Jill Stelzer
Production Artists: Amy Luna, Keith Miller
Account Executives: Maureen Chave, Lia Poin
Project Managers: Nicole Hagemann

Women’s Health Info Kit

Information Design, Identity
fall 2021


As a young woman myself, I’ve found it difficult to navigate healthcare services on my own for the first time. This anxiety is a common experience that my kit aims to ease by providing clear, digestible information for women who are beginning their healthcare journies on their own. The kit includes a card that acts as an introduction of the kit, 5 informational cards, a timeline, and a sticket sheet. The 5 cards highlight the main tests that women need to get in their lifetime, providing details about what the test is, at what age to get them, and how often to get tested. The timeline lays out the tests in a clear, linear manner. The stickers are to highlight certain tests, important dates, and appointments in the user’s calendar.
 

The finished kits were placed in a women’s bathroom on my university’s campus. I chose a bathroom in the main library since this bathroom sees a lot of foot traffic from primarily underclassmen. Because the kit targets women who are “just starting out,” a women’s bathroom at a university was the perfect location to easily reach this demographic.


The design of the the kit’s elements are inspired by women’s rights protest posters from the late 1900s to the present. The in-your-face copywriting is a nod to posters I’ve seen in-person and in photographs online. The subtle poster shape behind the body copy is also a reference to this. I used a combination of typefaces to replicate both the blocky, strong letterforms and the handwritten ones that are often seen on protest posters.

Their Dark Materials Book

Book Design
fall 2021


The text in this book taken from the 99% Invisible podcast episode “Their Dark Materials.” This episode primarily focuses on the history and legacy of Vantablack, one of the darkest pigments in the world, while also exploring themes such as ownership, art, and technology. Four pigments are featured in the podcast and my book, including Vantablack, Black 3, MIT and Strebe’s Black, and a small interlude section for Pinkest Pink. The black pigments reflect such a high percentage of light that even 3D objects coated in the pigments appear flat. In my book, I wanted to explore this concept through manipulating my materials in various ways.



Each section is separated by a black page with a hole removed from it (above). Here I am playing with different contrasting concepts such as light and shadow, seen and unseen, and depth and shallowness. A couple pages feature black ink printed on black paper (below). Though both are black, the ink appears blacker than the paper it is printed on. 


The cover also features black ink printed on black paper (above). I used a textured black paper as a half-cover, which folds back to reveal a smooth second cover. The half-cover casts a dark shadow on the cover beneath it. Various shades of black are at play here through strategic use of materials. I bound this book by hand using a softcover perfect binding technique. 

Meta Data Visualization

Data Visualization
fall 2021

I created data visualization posters based on my own Facebook and Instagram user data. Each poster is 2 by 3 feet tall. Meta Platforms, the parent company of Facebook and Instagram, collects extensive data about each of its users. In recent years, these companies have been accused of violating privacy rights. Through efforts to appear more transparent, users can download their own data. However, the amount and depth of data collected is shocking.
 

I hope viewers of these posters feel overwhelmed by the amount and depth of the data that social media companies know about us. These posters may elicit a variety of responses: fear, curiousity, fascination, or anger. I worked with typefaces that are common in web use such as Halyard Text and Source Code Variable, and I chose neon colors that appear to glow against the deep blue background, giving a screen-like quality to the posters.