Backyard Sessions became a summer cultural touchpoint above downtown Nashville—shaped through a strategic creative approach focused on discovery, atmosphere, and momentum. Curated alongside WNXP, the campaign was designed to position the series as a platform for emerging voices and a destination for audiences who value being early, present, and plugged into what’s next. I led the creative strategy and advertising direction from concept through execution, defining how the series showed up visually, tonally, and experientially across channels. By aligning expressive illustration (created by the talented YONIL), straightforward storytelling, and a sense of place rooted in the Nashville skyline, the campaign built anticipation show by show. The result was a cohesive, repeatable campaign that resonated with both artists and audiences—successfully selling out every event and establishing Backyard Sessions as a trusted, summer experience with measurable cultural and community impact.