ChallengeXP Music Futures is a three-day music conference in Riyadh that promotes renowned and emerging regional artists. This year’s theme, “The Ripple Effect,” required us to create a campaign that would resonate with the target audience and drive awareness for the event.
Concept / Thought ProcessMy initial thought was that ripples, when big enough, can make waves, and to make waves is to disrupt the status quo, which is precisely what this conference aims to do. So, the campaign concept became clear: this year, XP Music wouldn't just make ripples—it would make waves.ActionStarting with the campaign logo, I developed an art direction that is bold and captivating enough for our target audience. We then used this direction to create relevant and engaging content on social that would drive hype and get people talking about the event.
ResultThe campaign led to the highest turnout since the event’s launch in 2021, significantly boosting the event’s social media presence and expanding its audience for future editions.