Campaign concept · 2025

Castle Lite Unlocks

An experiential campaign proposal that turns concert access into a bold editorial, environmental and merchandise system.

Role: Creative Direction · Art Direction · Design
Commissioned by: Promise

Castle Lite Unlocks billboard promoting the Travis Scott Circus Maximus ticket experience

01 · The brief

Create a distinctive visual world for Castle Lite Unlocks: The Experience — a high-energy concert platform spanning access, anticipation and the event itself.

02 · The idea

Treat the campaign like a culture publication. A fractured UNLOCKS wordmark, newsprint typography, halftone imagery and a restrained blue-green palette create a system that feels immediate, collectible and built for music.

03 · The outcome

The direction was approved in principle and developed across outdoor, editorial, motion and merchandise. It was ultimately held before launch while another agency developed a broader new corporate identity, making this a resolved proposal rather than a live campaign.

Castle Lite Unlocks identity over a deep-blue halftone concert image — 01A bold identity opens the experience

02The system comes alive in motion

Castle Lite Unlocks newspaper announcing the Travis Scott concert experience — 03Editorial scale turns access into anticipation

Castle Lite Unlocks tote bag and hoodie merchandise — 04The identity becomes wearable

Castle Lite Unlocks city billboard and T-shirt application — 05A campaign language built for city scale

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