Live On Max
Objective
Create the first ever live concert on all LatinoAmerica HBO Max platforms with 6 latino performers, cross-collaborating with Social Media and Marketing teams.
My role
Conceptualize the overall design vision, align with Marketing and socials, and design a powerful brand that captures the liveliness of concerts in a virtual setting.
Design Process
Key Art provided to us by creative services team
preselected photos of each artist to create immersive heroes (shown below) of talent in purple
Many iterations later…
Working on these versions made me realize how much pattern, texture, color, and variation in tone can make the artist feel more “alive” when establishing their presence onto the platform.
Upon iterating, the preferred visual was the middle section in these examples. However, because of a predetermined template, Our team decided it be best to stick with the purple artists and once the concert went live, the images would switch to color.
Social Media vs. Platform
I had the privilege to work alongside the creative marketing, social, and PR team to make these images happen. Whilst helping the photographer shoot the talent, the design lead for the creative marketing team and I chose the colors we would collectively align to showcase on social media and be translated to platform after each performance.
Reflection
Live on Max is the first of many future live streaming concerts for HBO Max. I lead my team of 2 designers to work on the final 'colorized’ key arts, however, all other work I did closely through trial and error. This was a 6 week project that truly required the most collaboration, rapid problem-solving, and creativity.
