Objective
Build a cohesive local campaign for HOT 99.5’s Jingle Ball at Capital One Arena, translating the established national Jingle Ball identity into a visual system that could support promotion, social content, artist announcements, sponsorships and the live event experience.
The Challenge
Jingle Ball comes with an established national identity, artist lineup and partner requirements, but the local campaign still needed to feel specific to HOT 99.5 and work across dozens of touchpoints. The challenge was creating enough flexibility for everything from lineup graphics and social content to artist interviews and arena screens while keeping the campaign visually consistent and immediately recognizable.
Creative Direction
I built within the existing Jingle Ball identity, using its holiday palette and core branding as the foundation while developing a broader system of patterns, dimensional ornaments, graphic elements and flexible compositions for the local campaign.
The system was designed to feel festive and high-energy without becoming overly traditional, with bold geometry, layered textures and playful details creating a visual language that could shift across formats while still feeling connected.
Building The Campaign
From the core system, I developed campaign assets across social, digital and promotional channels. Layouts were designed to adapt as information changed throughout the campaign, from the initial event announcement and artist lineup to individual artist features, schedules, ticket messaging and sponsor integrations.
Launching the Lineup
The campaign kicked off with the lineup reveal. Instead of a traditional announcement graphic, I concepted and produced a horror-inspired teaser designed to build curiosity before revealing the artists behind HOT 99.5's Jingle Ball.
The Preshow Free Show
Extending the experience beyond the arena.
Before the main event, HOT 99.5 brought the experience to District E with a free preshow featuring Max McNown, Haven Madison and Alexander Stewart. I developed a distinct visual identity for the activation while keeping it connected to the larger Jingle Ball campaign.
Live Content + Coverage
On event day, the campaign shifted from promotion to real-time coverage. I captured and produced social content throughout the event, creating a steady stream of artist interviews, backstage moments and live updates for HOT 99.5's audience.
From Campaign to Arena
From the initial lineup reveal through the final performance, the campaign created a consistent visual and content experience across promotion, social, the Preshow Free Show and Jingle Ball itself. The flexible system gave HOT 99.5 room to move quickly throughout the campaign while keeping every touchpoint connected to the larger event.
