[SYSTEM SPECS]
CLIENT: HONDA
ROLE: CREATIVE DIRECTOR + COPYWRITER
OUTPUT: EXPERIENTIAL // 360 CAMPAIGN
STATUS: 28.5K TICKETS SOLD // RECORD ENGAGEMENT
BIG BAND ENERGY. transplanting the sonic weight of hbcu marching culture into the heart of sofi stadium.
[THE.BRIEF] migrate a 25-year southern institution to the west coast for the first time in history. the objective: fill sofi stadium with a culture that usually lives in atlanta. evolve a regional legacy into a national cultural event without losing the pulse.
[THE.INSIGHT] culture is frequency. hbcu marching bands aren't just nostalgia; they are a living, breathing power grid. to win the west coast, we couldn't just explain the tradition; we had to amplify the signal. every frame needed to carry its own percussion.
[THE.SYSTEM] kinetic // percussive // loud. a visual identity system tuned to the rhythm of the horn section. motion: graphics pulsed like drums; typography hit like brass. palette: orange heat, gold brass, red dusk—tuned to la energy.
[EXECUTION.LOG] + talent: cast and directed GloRilla (headline) and Nick Cannon (host) to bridge generational hype. + direction: architected the "big band energy" platform from pitch to rollout. + copy: scripted all campaign voiceover and tagline language to ensure cultural fluency. + scale: developed creative toolkit for full media ecosystem: social, ctv, radio, newsletter, and ooh.
[COMMUNITY.SIGNAL] high-fidelity impact. the campaign became honda’s most successful cultural activation of 2025.
> 28.5K+ tickets sold (surpassing goal). > 46.2M+ total impressions (↑47% over plan). > 600K+ community votes (record participation). > 42.5% ctr on search (4x industry benchmark).
[CLOSING.CODE] tradition amplified. energy visualized. culture at full volume.