Portola

Multi-year social creative for Portola Music Festival in San Francisco, California. Developing concepts, art directing campaigns, and writing copy that build hype, shape cultural conversation, travel beyond the festival audience, and make the lineup impossible to ignore.

Working closely with the Portola team, I've helped shape an evolving social identity built on playful copy, intentionally imperfect design, and internet-forward storytelling. Every season begins with a blank slate: refining the festival's visual language, challenging what worked the year before, and creating campaigns that feel unmistakably Portola without repeating ourselves.

Each asset is clickable to the live post.