Sleep No More has been running at the McKittrick Hotel since 2011, and by the time I joined Emursive in 2017 it had become one of the most distinctive theatrical experiences in New York. The challenge was not building a brand from scratch but sustaining one. Every season brought a new cycle of events in the Sleep No More space: immersive parties, holiday productions, and one-night performances that each needed their own visual identity while staying true to the world of the show. My job was to conceive and execute the campaigns that filled the room.

I owned the creative from brief to final delivery, concepting the visual direction, designing the key art and show posters, and producing everything across print, email, social, and OOH. For each event I worked closely with illustrators and photographers, providing creative direction and managing production through to print-ready files and vendor handoff. As the team grew, I mentored two junior designers, reviewing their work and giving direction throughout the process. These campaigns consistently sold out the venue, which holds over 1,000 guests.

Beyond the seasonal events, I also produced ongoing marketing materials for Sleep No More itself, supporting a show that had been running for years and had a dedicated following while still needing to reach new audiences every night.