One of the ways the Del Mar racetrack has revitalized its image and presence over the years is by producing an impressive outdoor summer concert series. As an added bonus to a full day's worth of exciting racing, everyone is invited to enjoy a free concert that night under the stars.
Since the the concert series is such a unique element of a San Diego summer, we wanted to personalize how we promoted each show. Local artist and concert poster king, Scrojo, created custom artwork for each performance, which added an extra level of authenticity and buzz.
To help further capture our audience's imagination, we animated Scrojo's work to bring the shows to life via 15 second digital videos that were seeded socially on YouTube, Instagram, and Facebook.
The summer lineup contained a large number of reggae artists, which we wanted to position as an incredible opportunity -- inviting our audience to "collect" each show, just like they would with the posters.
To accomplish that, we brought in local radio personality, Chris Cantore, who is also a Southern California lifestyle influencer. By tapping into Chris' engaged audience, we were able to expand the reach of our message to the people who would be most excited to see the show...and maybe enjoy a day at the races as well.
Poster animation created/edited by Indigo Post
Cantore videos shot/edited by Hybrid