DELTA at SXSW 2024

CLIENT: Delta Air Lines

ROLE: Graphic Design, Proposal, Art Direction, Videography, Production

When Delta approached RED VELVET in early 2023 with a strong desire to break into the experiential market of SXSW, I knew we had to make our pitch deck not just flawless but deeply connected to their business goals. As a native Georgian, I took it as a personal challenge to showcase my intimate knowledge of the Delta brand and provide valuable context to team members who hadn’t yet worked with such a world-renowned company.

My role on this account was a bit of a whirlwind and I loved every minute of it. I was an “on-call” art director and production lead, juggled graphic design and website development for various components of the experience, and handled all the content capturing and marketing for the entire program (as well ast two other accounts we had during that SXSW).

A sizzle in production…


For the SXSW DELTA House and Airport activation in Austin, Texas, I kicked things off by chatting with the various art directors and account mangers. Imagine me, coffee in hand, nodding sagely while writing in the margins of the playbook. This intel was essential for me to craft a detailed shot list, specifying every camera angle, movement, and frame for both myself and my videographer to shoot onsite.

Equipped with my mini 4K Osmo camera, I navigated through the crowded Delta House like a stealthy ninja, capturing the vibrant energy of attendees and the meticulous design details crafted by Team Epiphany and RED VELVET. Picture me weaving through the throngs, avoiding elbows and tiny plates of sliders, all while muttering, "Excuse me, so sorry, hope you are having fun, did you get a tote bag? Tried that espresso martini yet?" I also filmed Estelle’s pre-renovation to showcase a “before and after” transformation. Pro tip: Always get the "before" shots. Trust me, nothing impresses like a good makeover.

Throughout the shoot, I stayed on-site to stage shots, provide feedback, and ensure quality—though there were a few close calls with cables and falling LED strip lights. 

During editing, Kevin and I did what we do best, huddled over the raw footage, arguing about song choices and the perfect cadence, to motion graphic or not to motion graphic, that is the question. We turned the whole thing around in a week, fueled by too much caffeine and sheer determination. 

Despite the tight shooting windows, navigating high client expectations, and crowded spaces, the project was a whirlwind of creativity and quick thinking. The result? A sizzle reel that not only exceeded client expectations but also gave me some hilarious stories to tell. And yes, we submitted it for an agency award—fingers crossed!

You’re Invited…


The first pitch was for physical invitations to be sent to select attendees for Delta’s VIP dinner featuring celebrity chef and exclusive musical performance at one of Austin’s finest dining spots, Hestia.

Working closely with RED VELVET’s lead art director for design consistency and armed with Delta’s SXSW toolkit, I began concepting. After the physical invitation route was nixed, we focused on delivering the closest possible digital alternative to these A-list celebrities, C-Suite execs, notable politicians, and other important attendees Delta wanted present.

After the client selected the “moody desert” option, I honed in on the design. Following about fourteen thousand revisions, copy edits, “can you make this bigger” requests, and a final legal review, the invites were sent and received by our VIPs.

I’m pleased with the end design, which pulled in visual elements from the goddess Hestia and desert vegetation to match the evening's aesthetic. The final design fit perfectly into their email RSVP system and became the branding framework for welcome cards, menu, and parting gift card with a personal note from CEO, Ed Bastian.