Event invitation & art direction concepts

The Concept

The architectural constraints of our event space at Amazon Studios in Culver City were atypical. “The Spine” is a very narrow, very tall, and extra-long breezeway between 2 large office buildings. Unique challenges, however, present unique opportunities. In any case, the path through the space would be a linear attendee journey. All we had to do was be the guides.

Instead of adding more visual information, Production Club simplified everything as much as possible. Large sheets would be draped from the tops of the office buildings and washed in Amazon Music's brand cyan. Think of it like a 500x75’ flag. By simplifying the visual field, we built a sandbox of 2D/3D space, light, sound, and color.

My role for the Amazon Music Lot Party ‘26 was to lead art direction & graphic design, as well as to work on the music technology side of the event. 

Laser Harp Installation

I worked with our lighting & production designer, Griffin Behm, on the music interface side of the laser harp. Once Griffin got RTP MIDI connected to the laser harp, I built an Ableton session where guests using a MIDI-controlled stream deck could choose different synthesizer patches to play on the instrument. The height at which your hand was touching the laser would change the sound's tone.

Below are samples of a few of the patches guests could play. In honor of Skepta being the headliner of the event, guests could play the bassline of his collaboration with Fred again.. ‘Victory Lap’ on the laser harp. 





Creative Director: Eric Au
Senior Producer: Casey Hurdle
Production Coordinator: Evan Sheldon
Production Lead: Mitch Masaro
Art Director, Graphic Design & Music Tech: Jeremy Raskin
Addt’l Graphic Design: Kristin Schultz
Media Director: Max Nicklas
Lighting Director: Charlie Hegelheimer
Addt’l Lighting & Laser Harp Tech: Griffin Behm
Stage Manager: Eric Ginetty

Created & produced by Production Club for Amazon Music

Event recap edited by Christian Gonzalez
Music by Jeremy Raskin

Signage

Throughout the event, I designed a series of beacons along the spine to guide guests to various activations. Each beacon featured a site map and a QR code that allowed attendees to scan and save curated Amazon Music editorial playlists.