We Play Here at UPD is a campus concert initiative in collaboration with Warner Music Philippines, designed to merge student culture with mainstream music entertainment. I supported Brand Development and Campaign Execution through the creation of integrated promotional materials and visual assets across digital platforms.
Sequence
Student-led campus events often struggle to achieve cohesive visibility when transitioning into larger-scale productions involving external partners. With a major collaboration between UP Diliman and Warner Music Philippines, there was a need to align student culture-driven communication with professional entertainment branding standards while maintaining authenticity and engagement.
Mutate
Produced and coordinated 10+ promotional materials including photoshoots, video shoots, DP blasts, motion content, and campaign updates. Developed a unified visual direction that balanced campus identity with commercial concert branding, ensuring consistency across fast-paced social media rollouts and event announcements.
Express
Improved campaign coherence and visibility across digital platforms with over 2000+ registrants from UPD and outside participants, strengthening audience anticipation and engagement leading up to the event. The integrated creative execution helped position the concert as both a student cultural experience and a professional-grade music event in collaboration with Warner Music Philippines
