As the Creative Lead for the 2025 Maryland State Fair's "Dream Big" campaign, I developed the full creative concept from scratch and led a team of designers to bring it to life.
Through a complete marketing campaign, our team produced TV commercials, social media posts, email, broadcast, and print materials. My responsibilities spanned storyboarding, animation, rigging, editing, compositing, voice acting, and social media content creation.
These skills were applied across digital and audio-based platforms to deliver engaging content, connecting with our audience wherever they went.
By harnessing this connectivity, our "Dream Big" 2025 campaign contributed to record-breaking ticket sales and the highest user engagement metrics since the fair began its social media presence.
TV Commercial Spots
Social Media - Posts, Story, Strategy
For the social media side of development, the fair tasked us with promoting their contests and events. Building a new digital strategy from the ground up, our team designed, executed, and maintained a successful social presence, leading to record breaking ticket sales and high user engagement.
Total impressions from organic content alone reached 2.33 million.
With paid ads, the fair's impressions grew to 5.2 million, with over 22.5K users visiting the MSF website. Compared to the fair's 2024 data, their combined following count across all platforms during our 2025 "Dream Big" campaign grew 59.24%.
2025 MSF - Generic Story
2025 Mallet Competition - Story
2025 MSF - Generic Story
Chick-Fil-A Food Drive Post
M&TBank Post
College Night TONIGHT Post
Print Media
Our team was responsible for designing multimedia material including ads for the 2025 MSF program, the fair map, rack card, and billboards. Featured below are my contributions to the print campaign. Please visit the "Graphic Design and Web" page to view more of my print work.
2025 MSF Program Map
2025 MSF Rack Card FRONT
2025 MSF Rack Card BACK
2025 MSF Concert Program Ad (Full Page)
2025 MSF Program Cover
2025 MSF Program Cover Printed on Display
Billboards & York Rd LEDs
Our team created billboards for several locations across major highways including digital LED versions for York Rd.
