UrbanArts - X&Os
A campaign that explores the intersection of community, culture, and sports
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Problem
Solution
X&Os takes the values that shape UrbanArts every day and brings them into public, celebrating community while creating new opportunities for the next generation. A week long activation that transforms two physical spaces into a cultural hub where learning and fun can co-exist together.
Insight
A game is never just a game.
Concept
For one week, the two sites become a kind of temporary campus. Weston Common is where you go to think: the exhibition, the portraits, the conversations. Bartonville is where you go to play: the Clubhouse, the workshops, the Block Party. You move between them all week. It is less a festival and more an environment, a place to spend a day in, not a schedule to get through.
year
2026
timeframe
8 weeks
tools
Photoshop, InDesign, Milanote, Notion, Premiere Pro, Davinci Resolve, After Effects, Monday, Microsoft Office, Canva
category
Branding and Identity (Client)
The platform consists of four pillars:
The Clubhouse: it transforms our Bartonville location into a lounge and playhouse area filled with games, activities and food.
BlockParty: a celebration of the neighbourhood and community
Creative Labs: A series of workshops tapping into mediums like DJ-ing, Photography, and Fashion
Playmakers: an exhibition and documentary that serves as a celebration of the community leaders and organizers who work tirelessly to empower the youth of our city
Just A Game: an exhibition that directly taps into the culture outside of the game.
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This project was all encompassing. We had 8 weeks to build out the platform with a small team.
Collaborators:
Spencer Phillips - Executive and Creative Director
Angela Arroyo - Manager and Social Media Coordinator
Matteo Jana - Videography and Colour Grading
Kullenne Abdushekur - Community Outreach and Organizer
Erin Nancoo - Event Coordinator
Sekinat Elabanjo - Programs Coordinator
Along with aiding in the initial brand direction, programs development and outreach, I was tasked with shooting, editing and scoring a 15-minute documentary to be showcased at the exhibition's closing event.
