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overview
AREA15 is a massive experiential entertainment district in Las Vegas. They host multiple immersive experiences, events, concerts, and permanent branded activations like MeowWolf and the recently opened John Wick Experience and Universal Horror Unleashed.

Area15 hired our team to help them find partners that could integrate into their campus as they expanded their district across two new lots.
Note: This project was done as part of my work with Innovative Partnerships Group. 
All brands utilized for illustrative purposes only unless stated otherwise.
project timeline
October 2024 - October 2025
creative team
Creative Director (Me)
Art Director
presentation & storytelling design
video editing
concept design
a. challenge/constraint
AREA15 is located near the Vegas strip, but not on it and it caters to a completely different clientele.

Additionally, AREA15 competes in visitor scale with some of the largest theme parks in the country, which makes it incredibly popular with experience seekers. However, when it comes to investors and brand leaders, it lacks the same name recognition.
b. creative strategy
AREA15 fully sets itself apart in aesthetic and vibe. The district bills itself as an amalgam of rave culture, burning man, and and pop-art — but with a family-friendly approach. AREA15 has a lot of open space and actively seeks out brand activations to fill it — as long as those brands are down with AREA15’s unique energy.

To this end, we focused our creative strategy around ideating new and interesting ways a brand could activate onsite and showcasing what that would look like
b1. sizzle video
Because of the complexity and uniqueness of AREA15, we opted for a voice over and the use of motion graphics in the video to be able to showcase the true scale of the property and its proximity to the Vegas strip. Aside from that, we tried to use as much venue footage as possible to showcase it’s unique look and energy.

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b2. storytelling design
Our initial deck design began with a high-level overview to the scale, and then pivots quickly to the prevalence of dance in popular culture. Then it summarizes the scale of the events, influencers, and performers across the ecosystem to demonstrate the customizability of a partnership at any level.
c. result
The sales team hosted multiple meetings onsite at AREA15 with top-level people as a result of our creative work and storytelling.

Early on, the sales team identified gaming and computing technology as an easy fit for AREA15, and we decided to put some storytelling together for a lead at Alienware.
c1. customizing the pitch
We started with a complete remix of our original video. We ditched the voiceover, and instead brought in Dua Lipa’s Levitating to match the alien theming. Our idea was to show them how they could build an immersive gaming outpost onsite, fully powered by their technology. And with the video, through the use of concept images and special effects, we were able to make it look like it already existed.

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c1. customizing the pitch - storytelling
In addition to the video, we created a presentation as a companion piece. It told the same story, but in more detail, and walked them through the possible features of an Alienware Outpost onsit
Concept Image Gallery
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Jess Morgan
Owner & Creative Director