Showtime – Storytelling for Culture and Connection
Role: Senior Art Director (Freelance Contract)
Years: 2018–2019
Reported to: Creative Director
Projects: Documentary Campaigns & SXSW Showtime House Activation
The Challenge
As Showtime expanded its original programming, the brand faced a dual challenge: modernize its voice for younger audiences while staying grounded in its premium storytelling roots. I was brought in as a senior art director to shape campaign materials and activations that could translate prestige into culture — especially on digital platforms and event experiences.
My Role
Over the course of the contract, I led art direction across two primary tracks:
Documentary + Series Campaigns
SXSW 2019 Activation: Showtime House
01 — Documentary & Series Campaigns
Programs:
Wu-Tang Clan: Of Mics and Men, Kidding, Desus & Mero, Showtime Boxing (Wilder vs. Fury, Santa Cruz vs. Mares II, Broner vs. Figueroa), Brendan Schaub: You’d Better Be Surprised, SMILF, Aerial America, Apollo’s Moon Shot, Epic Yellowstone, Beyond Stonewall, Black Hole Hunters
Contributions:
Designed key art, promotional materials, and visual themes for streaming, social, and out-of-home assets
Helped align editorial tone with emerging audiences and fandoms, especially across music, sports, and subculture verticals
Balanced prestige documentary design with campaign work for live boxing and talent-driven shows
This work required navigating diverse subject matter and audiences while ensuring everything remained visually cohesive under the Showtime brand.
02 — SXSW 2019: Showtime House
Objective: Build a cultural activation that felt less like a corporate ad and more like a 3-day neighborhood takeover.
Concept I Pitched:
“Let’s create a house where people come for the experience, stay for the culture, and leave with a new relationship to the brand.”
I proposed a shift away from overly branded displays toward a street-level experience that reflected the spirit of SXSW and Showtime’s programming: gritty, real, and people-first.
Execution & Creative Direction
Art Direction: Designed print and digital assets across event signage, installations, and swag
Talent Collab: Partnered with Brazilian artist Ana Strumpf to design an evolving mural experience
Daily Themes:
🎶 Music (Shangri-La, Wu-Tang Clan): DJ sets, Wu-Tang name generator booth, concert snacks
🖍️ Beats & Streets (Black Monday, The Chi): Live city-vs-city art battles, themed food, and performances by Mavis Staples & Jacob Latimore
🎪 Shameless Fun (Shameless): Carnival-style games, fast-draw photo booth, live sets by Andrew W.K.
Experience Strategy:
RSVP open to the public by day, exclusive showcases by night
First 100 guests/day received Showtime gift cards
Partnered with Austin B-Cycle for bike valet and community engagement
Impact
The campaign was highlighted by Adweek as one of the standout SXSW activations that year
Showtime saw measurable upticks in engagement, brand favorability, and trial subscriptions tied to the event
Internally, the creative team cited this project as a turning point toward audience-first storytelling and grassroots-style activations
Reflection
What made Showtime House successful wasn’t scale — it was intentionality. We didn’t just show up at SXSW. We belonged there.
I learned that the best creative doesn’t just tell a story — it creates a space for people to bring their own. From boxing to docuseries, to carnival tents and street art, I helped Showtime step into culture without losing credibility.