Santa Fe Opera
From Costuming to Advertising and MEDiA at the Opera
I started my journey at the Santa Fe Opera in the summer of 2023 as an apprentice in costuming, and transitioned into working part-time on their media team during the off season. I was asked to come back and help curate content, strategies, and pitches for their upcoming ‘24 summer season because of my experience in the marketing industry. My prime education lies in Advertising and Journalism at the Hussman School of Media and Journalism at the University of North Carolina at Chapel Hill.
Santa FE SUperlavtives
Below is a reel I curated for the end of the 2023 Opera Season. This project was fun to be apart of because I conceptualized, pitched, edited and led as the main curator for this piece. The marketing team and I started off pitching how could we showcase the end of an awesome season that is engaging, fun, and caters to younger generations while allowing avid opera fans to enjoy as well. I proposed a series of ideas and we agreed the Santa Fe Superlatives was the right choice. It was a smash hit with their target audiences, boosting engagement with over 10k views, over 100 shares and saves.
After agreeing on curating the Superlatives piece, we were wondering how can we make people relate to these tragic operas as all of them ended in some type of death or despair. I researched each show to understand the most comical parts in the opera that audiences were most delighted by and we went with satirical storytelling. Once figuring each niché action or ariat from the performers, I concluded to the superlatives as stated in the video above. I was given the greenlight for the superlatives and began my process.
I started my process by creating a storyboard implementing frame by frame action. I expressed the transitions I was going to use, names of superlatives, photoshopping production photos and creating assets. Again once my storyboard was approved, I finally moved into the editing process for the content. I used the applications of Adobe Photoshop, Illustrator, and After Effects. In the editing process, I chose photos that related to the superlative and manipulated them by cutting out their background. Illustrator is where I built the foundation of assets (all of the animations moving in the background of the characters). I then compiled my photoshop photos and assets into After Effects where I begun the animation portion of process. After careful editing, rendering, and communicating each transition the piece was completed. Every asset and photo in the reel are continuously moving. I purposely did that to signify the chaos each show.
This project furthered my skills as an editor, art director, and storyteller while strengthen my technical skills as a graphic designer. Through communicating with different channel heads inside the department, I escalated my skills as a contributor, collaborator, and gained insights on how organizations effectively work towards a goal with keen communication.
Further Work
Above is an introduction animation I made for the Media and Marketing Department.
Above is an infographic I made for the Costume Shop Pride Day event.