BELOVED BENEFIT

This extraordinary event created to raise awareness, funds and encourage action around key issues facing Atlanta. The Beloved Benefit required a locally invested, diverse, and visionary approach to unite the community and amplify the work of nonprofits addressing Atlanta's deep-rooted disparities in housing, education, economic mobility, and health.

At Brand Apart, we were tasked with leading the creative vision for The Annual Benefit, transforming it into a flagship event that could effectively raise funds and awareness for these critical issues. The goal was to create a comprehensive experience that not only met client objectives but also had a profound community impact, bringing together top local talent and global icons like Usher, Maroon 5, and Bruno Mars, alongside influential leaders such as John Lewis.

From the ground up, I led creative team in crafting an experience that seamlessly integrated these goals. Leveraging over 15 years of industry connections, we assembled a dynamic team of top-tier vendors and production specialists, ensuring flawless execution across all aspects—from copywriting and sound design to film production and live performances. Our efforts culminated in a high-profile event that raised over $8 million for nonprofit initiatives, solidifying The Annual Benefit as a transformative force in addressing Atlanta's most pressing challenges.

BRANDING

• Tone of Voice

• Art Direction

• Production

• Copywriting

INTERIOR

• Set Design

PRODUCTION

• Live Programming

• Team Management

• Talent Sourcing

• Budget Management

• Music Production + Songwriting

• Co-Directing

• Editing

• Production

Initially I was brought into a one-off ideation meeting at the inception of Beloved, and by the end, I was hired as the Creative Director along side of Blaine Hogan to lead the project from concept to execution in partnership with the Brand Apart Production team.

I crafted a strategic plan, overseeing stage design components, design, program planning, and budget management. I assembled and led a diverse team of 60+ creatives, securing A-list talent through my entertainment network.

I co - directed all aspects of production, including scriptwriting, sound, set design, and day-of execution, ensuring a flawless and impactful event.

We have successfully completed 3 annual Beloved Benefits that have expanded in revenue and performance. Beloved was nationally televised and has contributed over 20M dollars to Social Impact in Atlanta.