A high-energy celebration of freedom and creativity, designed to feel like stepping into a dream.
As Creative Director and Event Promotion Lead, I led the creative strategy, visual identity, promotional campaign, and event content production for Kickback 004: The Day Dream, one of the University of the Fraser Valley Student Union Society's flagship student engagement events.
The objective was to create an experience that stood out from traditional campus programming and generate excitement among students in a highly competitive attention environment. Working closely with event organizers, I developed a creative concept centered around daydreaming, escapism, and limitless possibility, transforming the event into more than a gathering. It became a fully realized brand experience.
From concept to execution, I led the development of the event's visual identity, creating a campaign that captured the freedom and imagination associated with daydreaming. Through custom illustrations, playful typography, vibrant gradients, and a bold colour palette, the creative direction was designed to attract attention, spark curiosity, and build anticipation across campus.
The campaign extended across multiple touchpoints, including social media, digital advertising, posters, event signage, merchandise, photography, and video content. In addition to leading the design and promotional strategy, I directed and produced event photography and videography to capture the energy of the experience and create engaging post-event content that extended the campaign's reach beyond the event itself.
