BRANDING
The Nova logo was already in existence however, we needed to create a version to distinguish with the name of the exhibition and the other relevant info
I was lucky in that the exhibition was beautifully constructed by an incredible Creative Director so the work and imagery would speak for itself. I created a background image using the canopy taken from the actual festival and overlaid with some gradients so that it would be a strong imagery that could be used over text or any other imagery if needed.
The message and mantra of the exhibition was “We Will Dance Again” which informed many of the different assets that we used to market the exhibition
NOVA EXHIBITION
Working for the Nova Exhibition was one of the
most heartfelt experiences of my career.
Being at the helm of such a visionary project allowed me to shape not just the visual narrative of the exhibition, but also carrying the emotional responsibility of telling the tragic story of the victims of the Nova Music Festival Massacre.
Every piece of content, every strategic decision, and every social post was rooted in passion and purpose. I poured myself into this project—creatively, emotionally, and intellectually—and in return, Nova gave me a profound sense of fulfillment, growth, and pride. Seeing audiences engage with the work and resonate with our poignant message reminded me why I do what I do: create, inspire, and build meaningful storytelling.
ABOUT
The Nova Exhibition is an in-depth remembrance of the brutal massacre at The Nova Music Festival on October 7th, 2023. The installation sets out to recreate a festival dedicated to peace and love that was savagely cut short by a terrorist attack on that fateful day. The attack at The Nova Music Festival was the largest massacre in music history.
ROLE | CREATIVE DIRECTOR
As the first Creative Director of Marketing for the U.S. tour of the Nova Exhibition, I had the incredible responsibility to set the tone and shape of a deeply emotional experience. I built the branding, vision, and voice that honored the Nova Music Festival and the victims. The goal of the exhibition was to tell the tragic story of the Nova Music Festival while still adhering to the philosophy of love, hope, and resilience of the Nova community. Being entrusted with this role during such a pivotal moment was both a challenge and an honor. It pushed me creatively and strategically, and ultimately became one of the most meaningful projects I’ve had the privilege to work on.
OOH MARKETING
The exhibition traveled to NYC, LA, & Miami so the out of home marketing strategy differed depending on the city’s market.
NYC
We did an ad in Times Square, in addition to other digital ads, image projections around the city and wild postings as well.
LA
In addition to wild postings, we created billboards around the city with the message WWDA. Although the goal was “hope & resilience” our team believed that it was important to show the destruction of the festival in the large scale imagery. The juxtaposition of the hopeful message paired with the evidence of destruction was a true demonstration of what happened on that horrific day.
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MIAMI
We created planes with signs attached, and boats with digital screens attached to align with the marketing schemes of the Miami beach life.
As the lead creative director, my goal in developing the video content for the Nova Exhibition was to honor the truth, dignity, and healing of the survivors and victims—while staying deeply faithful to their lived experiences.
I led the creative process from concept to execution, generating impactful content ideas, collaborating closely with video editors to ensure emotional authenticity, and crafting thoughtful captions that added meaningful context. Each step was guided by a commitment to telling these stories with empathy and respect. While rooted in emotional truth, the content was also designed to make waves on social media—intentionally structured to be shareable and impactful, with the potential to go viral and raise critical awareness. By humanizing these narratives and centering the voices of those affected, we aimed to transform social platforms into spaces for remembrance, reflection, and connection.
VIDEO/CONTENT
SOCIAL
While social was important for general exhibition communications, such as city announcements, and informing people about what the exhibition is, I felt a strong need to tell the stories of the victims.
I created a campaign called Portraits of Resilience Where each week I would feature a portrait of a different Nova Festival Survivor or family member of the murdered, and tell their story.
