Lady Gaga x Adobe Creative Tour

Art Direction: Louie Zuniga
Copywriting: Judy Rummell
Design: Anna Haggerty & Julia Isman
Adobe, a creative industry leader, has partnered with Live Nation to elevate their business among live music’s biggest fans. The Adobe Creative Tour gives creators around the world a chance to show off their skills to the biggest names in music through design-based challenges that unlock concert tickets, meet & greets, merch, and VIP flyaways. 

In the latest creative feat, we partnered with Lady Gaga and challenged fans to create a poster inspired by her hit song, “Rain on Me” for a chance to win $10,000. Adobe not only used this campaign to drive engagement of their classic creative suite of products, but they also used this campaign as a moment to promote their newest app, Photoshop Camera. 

As the go-to digital & 3D designer in the team, I was asked to create 3 custom Photoshop Camera Lenses to transport fans into Gaga’s visual “Rain on Me” world. Working directly with Adobe’s design engineers, I learned how to create and set up a PsC file from scratch while they were still in beta-mode. The Adobe team was ecstatic about the launch of these lenses and really pleased with the results that drove over 38K downloads within 3 weeks of the campaign’s launch.

Our design team was also tasked with creating sample entries for the campaign’s launch. Gaga’s team was so happy with the key art I created that they asked to use it as the main campaign imagery instead of her original press photo.

Live Nation x Twitch

Creative Direction: Angelo D’Agostino,
Art Direction: Chelsea Cook
Design & Motion: Julia Isman
Live Nation partnered with Twitch in the midst of a pandemic to launch its first official virtual venue. As a part of a larger partnership deal that allows brands to sponsor livestreams in the same way they do concerts, the Live Nation Twitch channel was created to stream live performances from virtually anywhere. While live events with large audiences take a set break for COVID-19 to end, artists bring life back to Live Nation venues by performing to thousands of virtual fans from these iconic locations.

We designed a full brand system to be used across the  Live Nation channel. That included elements such as a video trailer introducing viewers to our channel, channel panels promoting the brand and the artist, social assets for artists and hosts, and stream assets like frames and lower thirds. Through the design process, we imagined what it meant to create an aesthetic for a virtual venue, and in doing so, we adapted Live Nation’s brand system into a new digital identity. 

Below are the assets we created for our first livestream presented by Microsoft and R&B artist, Pink Sweat$. From design to production to execution, the first official stream surpassed our expectations with 19K+ viewers at peak showtime and 600+ gained followers in one day.

Citi Sound Vault Animations

Creative Direction: Angelo D’Agostino, Jeff Nicholas
Art Direction: Louie Zuniga, Chelsea Cook
3D & Motion Design: Julia Isman
Citi Sound Vault is a year-round activation platform that offers Citibank cardmembers exclusive access to major acts playing in intimate venues across the US. The series kicks off in January with a coveted lineup of exclusive shows in Los Angeles during Grammy week. Each night, a different artist performs at a well-known venue for an exclusive Citi Sound Vault event.

Every Citi Sound Vault show has an individual look and feel that bridges the aethetic of each specific artist with the grand identity of the Citi Sound Vault series. Throughout each venue, we utilized digital screens to display motion posters that help capture the audience’s attention. Below are a few examples from the 2020 Grammy Week Citi Sound Vault shows, as well as the 2019 Madonna and Guns N’ Roses show. Ads were displayed throughout the venue, on social platforms, and on digital billboards in Los Angeles.

Below are small snippets of 3D animations I created for a Citi Sound Vault case study.
The production ask included creating a 3D animated space that gives viewers the illusion of walking into a branded bank vault– A glimpse into all the opportunities that Citi cardmembers can unlock with their mobile wallet. Here, I worked strictly in Cinema 4D to create both intro and outro sequences for a longer case study video that was post-edited by the Live Nation Content team.

Topological Typography

Parsons School of Design, Senior Thesis 2019
This project explores the concept of topological letterforms, as they transform in space over time. Topology is the mathematical study of the geometric properties of space that are preserved under continuous deformations, such as stretching, twisting, crumpling, and bending. The main variable in the exploration is the expansion of edges and vertexes— or in other words, how the degree to which one rounds a letterform creates different results and legibility, as parts of the form come together and overlap.

The study came from an initial research into how body movement affects the manipulation of form. It was first investigated through a lens of aerial acrobatics, looking at how the body, the first topology, interacts with aerial silks or an aerial hoop, the second topology. Using a vocabulary of manipulations that the body makes with the silk, I created an index of terms that could similarly be applied to a typeface, such as twisting, expanding, rounding, and loosening. Through this, I tested how extreme the degree of deformation could be before the type became illegible, as well as how minimally it could be applied for the letter to still be part of a system.

Research involved a multi-step process: testing the levels of letterform deformation to create a system, producing an infinite range of weights for a resultant typeface through manipulation over time, and finally using a static version of this typeface applied to a second topological form, a simple rectangular prism. Finally the work expanded on how the application of a kinetic typeface changes the medium to which it is applied.
Putting together the different components of research led to the creation of a topological typeface called El Circo. Its design expresses fluidity and movement, as its curved terminals and rounded geometry are analog to the agile acrobats of a contemporary circus. Its weights are solely based on the expansion of edges and vertexes over time, and it can do so both in 2D and 3D realms. The final type specimen is presented as a set of motion posters. The letterforms push the limits of dimension by having an infinite range of weights, as the soft dynamics of the form are affected by action and reaction. All of this is tied together under the umbrella of a circus because it is, after all, where it all began.

Nowhere Festival

Link: Full Brand Guidelines
Nowhere Festival is a place where artists, musicians, fashionistas, and forward-thinkers can truly be free. It is free for expression and for thought. It is an urban community that brings together out of this world experiences. This assignment required me to create a full set of brand guidelines for a new concept festival in New York City, called Nowhere. Below the title, you can find a link to the full brand guidelines, which include visuals and explanations of what the festival's identity.

Welcome to Nowhere.

© Julia Isman Designs 2020