The Music Center of Los Angeles
Developed the strategic platform behind The Music Center's first major brand campaign in more than a decade.
Role: Agency head of strategy and media
Developed the strategic platform behind The Music Center's first major brand campaign in more than a decade. The resulting "Be a Part of It" positioning reframed the institution not just as a venue but as a cultural hub connecting multiple performing arts organizations and original programming.
The campaign spanned TV, CTV, outdoor, and digital media, balancing the need to reach younger and more diverse audiences while maintaining credibility with longtime arts patrons, donors, and board members. The platform continues to serve as an enduring creative territory for the institution's marketing efforts.