Throughout 2025, I developed four digital campaigns for performances held across the Metro Arts 2025 season. These were executed as ad campaigns across Meta platforms through a digital marketing agency, which handled campaign management and monitored performance. Each campaign focused on an individual performance and comprised both video and still assets, with multiple ratios across Facebook and Instagram to accommodate key information within platform safe zones. I led each campaign from brief through to final rollout, working closely with producing teams, artists and external agencies to ensure alignment across creative direction, audience targeting and strategy.

Metro Arts’ previous season campaigns lacked visual distinction, with a strong emphasis on the overarching Metro Arts brand. This limited the ability to showcase the individual themes, genres and feel of each performance. The objective for the 2025 campaigns was the opposite: really showcasing each performance, communicating the mood and feel while maintaining consistent Metro Arts logo placement and communication of key information.

I worked with each artist to develop a unique hero image for each campaign using supplied photography, alongside textures, filters and image manipulation to reflect their artistic direction and the intention of each show. These hero images became the foundation of each campaign, supported by additional visual elements and key information. The layouts were designed to balance creative impact with clear communication while maintaining consistency across different formats and platforms.

Where video content was supplied, trailers were incorporated into the campaigns for DragSpeare and Unveiling Shadows. For Dance Nation and Bahala/o, where video content was limited, I created motion elements myself to introduce movement and variation to the campaigns

This performance-focused approach delivered an average of 110,000 impressions per campaign over a six-week period. The Metro Arts season launch campaign for DragSpeare achieved 129,000 impressions and a 3.34% CTR. In combination with organic activity, the campaign contributed to a sold-out season.