Louis Tomlinson Tour Promo Campaigns:
For Louis Tomlinson’s tour stop at Crypto.com Arena, I developed and pitched multiple social-first marketing concepts designed to promote the show in a way that felt authentic to his fanbase and current brand aesthetic. I led the creative strategy and edited the final promotional videos for social media, focusing on engaging, fan-driven content tailored for platforms like Instagram Reels and TikTok. The videos performed strongly enough that Louis Tomlinson’s team also repurposed them for paid social advertising to help promote the tour beyond the arena’s channels.
Team LA Store Merchandise Campaigns:
I collaborated with our Team LA Store team to create revenue-driven social content promoting Lakers playoff merchandise and the launch of the 2026 LA Sparks season collections. A major focus for our arena is finding creative ways to turn social engagement into merchandise sales, so I worked to develop content concepts that felt entertaining and organic rather than overly promotional. This included strategizing trend-driven videos, lifestyle-focused product showcases, and social-first campaigns that helped make arena merchandise feel culturally relevant and exciting for fans.
Premium Single Night Rental Campaign:
I concepted, edited, and executed a UGC-style video campaign promoting Single Night Rentals for our Premium Seating team at Crypto.com Arena. Originally created for paid advertising and later shared organically across our social channels, the campaign was designed to target a younger Gen Z audience by positioning premium suites as a fun, accessible group experience for concerts and games rather than something only reserved for corporate clients.
The video generated over 200K+ link clicks to our Premium Suites landing page within the first week, significantly outperforming expectations and helping drive awareness around the product. The success of this campaign reinforced the effectiveness of social-first, UGC-style storytelling and showed how relatable, lifestyle-driven content can outperform more traditional promotional marketing when targeting younger audiences.
“Drinks with D” Campaign:
What originally started as an organic social video with our arena mixologist, DeAnna “D,” highlighting exclusive GRAMMYs cocktails quickly evolved into a larger recurring content series after the original video performed strongly across social platforms. Seeing the audience engagement and interest around the concept, I helped turn it into an ongoing campaign focused on promoting artist-inspired specialty drinks available inside Crypto.com Arena.
With 10+ major shows taking place in June alone, the goal of the series is to drive awareness and revenue for arena concessions while creating social-first content that feels fun, trend-driven, and tied directly to each artist and event. I help strategize the creative direction, edit the videos, and shape the overall tone of the series to feel more like entertainment content than traditional advertising.