This project centers on creating a promotional campaign for a new Horror/Thriller film festival in Sacramento, California. Set across three days in October at the Crest and Tower theaters, the festival aims to introduce a unique cinematic experience to Northern California. The campaign will focus on increasing festival awareness, attracting a diverse audience, and driving traffic to nearby businesses, while also building lasting community partnerships for future events.

The goal is to develop a captivating user experience campaign with 5 touchpoints that appeals to a broad range of audiences, from young horror fans to seasoned moviegoers. The designer will capture the user journey through its awareness, planning, waiting, experience, and follow-up phases. This will involve creating digital, print, and environmental assets that engage and excite the community, ensuring a successful festival and laying the groundwork for its future growth and impact in Sacramento.

I designed and directed the campaign across multiple platforms and formats, from large-scale advertisements (billboards, bus shelters, bus wraps) to digital promotions (social media ads, animations, website). I also produced on-site assets including posters, wristbands, signage, and a photo-op standee to strengthen brand immersion. This project pushed me to expand my technical skills, including learning Figma for web design and animation software for both small-scale social media assets and large-scale screen projections.