Netflix Is a Joke Fest 2024 — Visual Identity & Integrated Campaign
For the festival’s second edition, I led strategy and creative direction to build a brand world that could scale across 12 days, 500+ shows, and 35+ venues without losing personality. The identity—titled “Slap, Stick”—anchored in a stark black-and-white core and layered with bold, colorful stickers that carried copy, wayfinding, and jokes. That lo-fi, self-vandalistic device made the system instantly recognizable and endlessly adaptable: from the MET building hero line (“You can’t spell ‘laugh’ without ‘LA’ and ‘ugh’”) to bus shelters, coasters, a wrapped garbage truck, merch, and social. We designed it to feel distinctly Angeleno while staying recognizably Netflix—tight enough to be coherent, loose enough to flex for hundreds of artists, and funny enough to travel around the world.

Talent Portraits photographed by SNL Photographer Mary Ellen Matthews
To bring the identity to life through talent, we partnered with SNL’s Chief Photographer Mary Ellen Matthews to create three dozen portraits of 24 headliners—Jerry Seinfeld, Ali Wong, Trevor Noah, Chelsea Handler, Jim Gaffigan, and more. Using the sticker system to assume the colorful form of everyday objects, we built an entire brand world of sticky, situational humor that felt elevated, cinematic, and playful. The integrated rollout spanned OOH, social, video vignettes, and in-venue creative across 100+ venues—driving both recognition and sales.