Insight
Big brands often speak in broad strokes. But people don’t live broad—they live block by block, borough by borough. We knew that to build real brand equity, we had to show up like we belonged—not everywhere, but somewhere. The brand was global. The impact had to be local.
Impact
For Eventbrite’s first-ever brand campaign, we went hyperlocal with global ambition. We claimed cities—not just as media markets, but as cultural conversations. From digital boards in Brooklyn to murals in Atlanta, subway takeovers, paid social, and an influencer challenge built for local flavor—we showed what Eventbrite does by showing where it happens, and why it matters. As the creative brand strategist, I authored the messaging framework and strategic brief that became the launchpad for the campaign.
This wasn’t just brand awareness. It was brand belonging.
Agency: Giant Spoon