TDF is a nonprofit organization dedicated to making live theater and the performing arts more accessible through a variety of audience and artist programs.
Grad Gift
TDF Membership
Summer Meta Campaigns
Drama Bookshop Takeover
Goal / Brief
I worked on campaigns promoting TDF Membership and the Grad Gift program, which offers free memberships to graduating New York City high school students. The campaigns encouraged audiences to discover theater through discounted Broadway tickets and other member benefits.
Building on the previous year's campaign, I created new digital advertisements, including two illustrated concepts and a summer-themed creative.
Challenges
For the Grad Gift campaign, the client wanted to expand on an existing flat illustration of graduating students. I redrew the artwork using a new color palette while preserving the original style. One challenge was balancing the large amount of campaign copy with the illustrated design.
What I'm Proud Of
I'm especially proud of the summer campaign creative. It gave me the opportunity to work in a style that felt natural to me while creating a fun, approachable design that fit the TDF brand.
Credits
Creative Director: Christopher Lueck
Agency: The Pekoe Group
