CASE STUDY / CREATIVE DIRECTION + E2E CAMPAIGN + PRODUCTION

New Relic Now+ Event

Building a flagship event into an integrated global campaign

New Relic Now+ was New Relic’s annual product and innovation event, bringing more than 20 product launches together under one story around intelligent observability.

I helped lead the creative from early narrative and concepting through production, digital experiences and campaign extension, partnering across executive leadership, product marketing, design, development and agency teams. What began as a single event grew into a connected campaign spanning social, video, web, product launches, on-demand content and an 18-city global roadshow.

Outcomes at a Glance

20+
product launches

8.9K
registrants

82% social share
of voice

$75M open pipeline touched

Building momentum on social

Two weeks out, we needed a stronger push for registration. I saw an opportunity to use social more intentionally and led a rapid brainstorm with our social team to build momentum leading into the event and extend the story beyond it.

We identified ways to create more urgency across channels from behind-the-scenes video to light weight animation and executive content. I also jumped in to capture content during rehearsals, turning moments we already had into social assets.

The additional push helped drive registration and generated 1.6M impressions, 75.6K video views and 16.3K engagements, delivering 4x our usual engagement and impressions.

Rapid-fire social brainstorm I led a working session to quickly generate, prioritize and map social ideas across the event lifecycle.

I designed and produced a lightweight animated asset to introduce more motion and content variety to the social mix. I intentionally kept the concept simple so we could produce it quickly without much production lift.

During rehearsal, I captured a more candid moment with CEO Ashan Willy. The informal, behind-the-scenes feel gave us a different kind of executive content, and the video became one of strongest-performing social posts to date.

Sometimes the best-performing content is the moment nobody planned.

Bringing the event narrative to life required more than a strong concept. It meant connecting strategy creative, production and stakeholder input across a fast-moving process.

I helped lead the work from storyboard through final production, partnering with Theo Darling agency and CXO stakeholders to shape the creative, manage feedback, and keep the work moving against a high-stakes deadline. I also contributed directly to concepting, visual development, and product screen design.

The result was two films that established the tone, energy, and narrative for the live event.

From storyboard to screen

Bringing 20 launches into one visual story

With 20 product launching as part of New Relic Now+, we needed a visual system that could flex across very different product stories while still feeling unmistakably connected. I partnered with another designer on the hero imagery, shaped the creative direction, and led and agency partnership to develop a robust icon system that could scale across the campaign.

Extending the event beyond the stage

I helped translate the New Relic Now+ creative into a digital experience that carried the story from registration through on-demand viewing. I led production of both experiences in partnership with web development, demand generation, and product managers to ensure the experience felt cohesive across every touchpoint.

The event was just the beginning

What started as a single flagship event quickly became an ongoing campaign. A late executive request for continued content expanded the work into a Product Expert webinar series with the product managers responsible for the 20 product launches and New Relic Now Live, a 16-city global roadshow. I helped extend the creative system across these new experiences, adapting the work while keeping the campaign visually connected and production moving.