DanceWorks Digital
Organization: DanceWorks
Role: Executive Director
Scope: Creative Direction, Brand & Marketing Strategy, Event Planning, Operations & Admin
Metrics:
500k+ views (44% followers, 56% non-followers)
408% increase in interactions
4.6% increase in followers
Hit the highest amount of views on a post ever (30k+ views)
2200+ live audience members (largest to date)
Software: Adobe After Effects, Premiere Pro, InDesign, Illustrator, Photoshop
To celebrate DanceWorks’ 40th anniversary, I led the creative direction for DanceWorks Digital, a theme inspired by 2000s Y2K nostalgia and the digital era. Steering away from modern minimalism, we embraced bold colors, pixelated aesthetic elements, glitch visual effects, and iconic Y2K soundtracks (from Britney Spears to Missy Elliott). The theme served as a tribute to how far the organization has evolved over four decades while capturing the current pop-culture revival.
Partnerships
We expanded our fundraising footprint by pitching and securing partnerships with top-tier local businesses and viral national brands. By assembling custom raffle packages with contributions from favorite Syracuse spots (Brooklyn Pickle, Yeti Cafe, Everglow, Lumos) alongside major lifestyle and beverage leaders (Celsius, Red Bull, Alani Nu, Poppi, Grüns Gummies), we created high-incentive prizes that significantly boosted pre-show and live-event donations.
Pixel Punch
To extend event marketing into the daily campus routine, we collaborated with local Syracuse favorite College Town Bagels to create a custom, Y2K-themed signature beverage called "Pixel Punch." This exclusive partnership served as a dual marketing and fundraising engine, generating daily buzz, spreading awareness across campus leading up to show night, and redirecting a percentage of sales directly back to our organization.
Graphics & Apparel
We brought the digital era to life through retro pixel graphics and a high-contrast pink-and-black palette. Expanding our brand footprint, we dropped an exclusive merch line that included cozy sweatsets, custom shirts, collectible stickers, and special-edition "I <3 DW" tees designed specifically for the showcase, giving students a trendy, wearable piece of our 40th-anniversary history.
PR & Social
Ahead of the showcase, our PR team rolled out a high-energy social media campaign designed to maximize reach and drive ticket sales. By leaning into trending Y2K audio, behind-the-scenes rehearsal clips, and choreographer spotlights, our content went viral within the student community.