Charli xcx

2 Nights of BRAT Tour

Due to the volume of events at Moody Center, each show receives a star ranking. The following reflects the marketing & branding efforts put in for a typical 5-star show. We hosted several 5-star shows a year.

The Moment

Charli XCX launched the BRAT Arena Tour at Moody Center in Austin, where we welcomed over 20,000 fans across two nights. As the opening stop of a highly anticipated tour cycle, the objective was to deliver a culturally resonant launch moment locally, while designing a seamless fan journey from tour announcement through post-show content.

Campaign Objectives

Launch a visually iconic tour tied to a highly recognizable album aesthetic and fan culture

Translate a digital fan identity into an in-person experience while maintaining the Moody Center brand

Capture and amplify the moment across social in real time

Balance venue brand and artist creative with on-site execution/feasibility

Fan Activation & Photo Opp

We created an interactive art installation housed inside a repurposed shipping container. Conceptually, this extended Charli XCX’s BRAT visual identity into the physical space on site at the arena. The exhibit referenced key elements of the artist’s world, including the iconic mountain of underwear from the Guess music video, playful lyric-inspired displays, and of course, slime green. The activation invited fans to engage before and after the shows, creating a photo opportunity that fans actively sought out and shared online.

Most importantly, we positioned the installation to create local impact. All garments featured in the piece were washed and donated to a nonprofit supporting survivors of interpersonal violence. A scannable QR code directed fans to additional resources.

The activation extended the BRAT narrative beyond the stage, generated highly shareable visual moments, and deepened the connection between the performance and the Austin community. See images / video below.

Local Artwork / Creative Rollout

In partnership with our in-house branding team, who led the art direction, I oversaw project management and execution of the visual rollout across the venue. I worked directly with my team of 3 designers to guide timelines, approvals, and cross-department coordination, ensuring that every asset was delivered on time and translated seamlessly from concept to physical and digital spaces.

This included managing the production of:

Custom illustrated show poster and animated digital wall adaptation (see below)

Lobby projector visuals and interactive floor projections

Fan-facing print extensions, including postcards and sticker machine designs

Branded backstage photo booth graphics (see below!)

Digital wall announcements and motion visuals

Social media “stickers” and custom story frames

Crew merch

On-site fan activation signage

Viral Content

When an artist with a strong digital presence launches a tour in your building, the spotlight extends far beyond the stage. Fan-facing installations, bold visual design, and built-in photo opportunities encouraged organic sharing across TikTok and Instagram. By creating environments that were inherently documentable, the Austin kickoff extended beyond the venue and Moody Center became part of the online conversation surrounding BRAT.

In anticipation of heightened digital attention, our marketing team prepared by studying Charli’s performance style and the most talked-about moments from the SWEAT tour. This allowed us to predict what would resonate most with audiences online and positioned us to capture and publish content in real time as key moments unfolded.

Standout viral moments from the Austin shows included the Night 1 “Apple Dance” and the Night 2 “Track 10” monologue, both of which quickly gained traction across all platforms. From tour announce through show week and night-of coverage, venue social content consistently outperformed expectations. A deep understanding of platform behavior and fan culture enabled us to capture and amplify the moments fans were most excited to share.

SOCIAL RECAPS: Full Fan Activation, Backstage Airbrush Activation, Backstage Keychain Activation

2025

Role: Director of Marketing, Creative & PR, Moody Center

Focus: Creative Direction for local Phish assets

Team: Moody Center Marketing, Creative & Branding

Designer: Avery Elkins (portfolio/contact info)

Artist lore meets local culture

To know Phish deeply is to understand the lore of Possum, a fan-favorite song built around the inevitability of the road ahead (death).

Pitching this concept as the visual identity of our local assets meant leaning into the band’s mythology while giving it an unmistakably Texan twist.

I championed a direction that blended Phish’s surreal humor with Austin iconography: the possum riding a longhorn into the afterlife. Marketing, design & branding collaborated to land on the celestial piano path and hidden details, including a subtle nod to the band’s iconic donut motif. The foil lettering and highlighted accents became the finishing touch that elevated the piece into something collectible.

This concept required some persuasion, but it was a hill I planned to die on. Seeing Trey Anastasio pose in front of the digital signage and share it via Phish’s official channels was a meaningful moment. It also provided an opportunity to spotlight Avery’s illustration talent and foster creative play within a fast-paced, demanding environment.

The result is a piece that speaks directly to the band’s culture, rewards diehard fans, and creates a sense of exclusivity. Moody Center’s local posters are never sold publicly, turning them into sought-after artifacts tied to a specific night and place.

See the full Phish marketing recap here.