JENNA HOFFMAN

Throughout history, countless musicians have been captured with Jack Daniel's by their side, whether it be on stage or between gigs at roadside motel rooms. Inspired by this journey, we created Motel No. 7, a multi- channel marking platform based on a music-fueled roadside motel, where the lines between real and the imaginary blur.

Motel No. 7 was built from massive warehouses in just 2 short weeks, including 27 themed motel rooms, with over 100 acting talent. Over 10K local influencers attended the event over the course of 4 nights. Thousands of organic posts made #MotelNo7 the #1 trending hashtag in both NYC and Miami, resulting in over 50M social media impressions for the brand. 

ROLE: Sr. Art Director, Project Lead

Responsibilities include art direction, concept development, complete brand identify, guest experience, character development, engagement strategy, set design, web design, promotional strategy, custom collateral and social. 

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Awards: BizBash Best Staging and Set Design 2016

Project completed while employed at Mirrorball Agency

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The Concierge & Lobby:  These two areas were used to introduce the motel-aesthetic. With wood-paneling galore, bright orange carpets at your feet and quirky retro props filling the walls, guests were transported back to an old-school motel.

Stage Design: A fusion of Jack and music, the stage backdrop mimics a traditional barrelhouse that is peppered with subwoofers and LED light strips. The piece served as the backdrop for A-list talent.

The Pool Deck: Built into the loading dock of a dilapidated warehouse, the "in-ground" pool came as a huge shock for most party-goers, who expected a typical warehouse event. Guests grabbed a custom swimsuit from the pool boys and hopped right in. 

The Tiki Bar: No pool is complete without a tiki bar. Ours brought in elements of a retro motel mixed with quirky video content on in-laid tv screens. 

The Guest Rooms: Behind each door (25 to be exact) was a new, wild experience that either tapped into the motel or music theme. From a room filled with hundreds of pillows to a 20's-style speakeasy to an EDM rave, every room was to treated as its own design challenge. 

Barrel Bars: To glorify the ingredient that gives whiskey its flavor, we turned the barrel inside out to create bars out of charred staves. Moving lights illuminated orange plexi to create a fire effect. 

The launch of Perrier's limited edition street art packaging by artists Sasu, Jonone and Kobra. Three distinct spaces within a paint warehouse showcased each artists' designs through multi-sensory experiences, live talent engagements and beautiful visuals.

ROLE: Art Director

Responsibilities include space design and art direction, event look and feel, experience design, overall concepting.

Project completed while employed at Mirrorball Agency

Harley-Davidson is a brand synonymous with rebel attitude, black leather jackets and roaring, gas-powered “hogs.” Project LiveWire showcased its first foray into a new product category—the electric motorcycle. The 30-city summer test-ride tour highlighted the company’s innovation and creativity, piqued the interest of younger consumers and provided valuable feedback on the beta version of the LiveWire. In addition to the test rides, the 360 experience leveraged interactive engagements in a tech-inspired environment that fostered valuable two-way conversations between the iconic brand and its fans, all before it hit the market.

ROLE: Art Director

Responsibilities include guest experience, art direction, space design and 3D rendering, overall look and feel, fabrication advisement.

Awards: 2015 Gold Ex-Award Winner

Project completed while employed at Mirrorball Agency

Diageo used the city of Miami, its neighborhoods and its people to inspire a flavorful tribute through our liquid.

Capsule Collection- Select artists created capsule pieces to be sold exclusively at showfields

Artist Event Series- Artists hosted influencer and media driven events that we designed to pair with their installation and unique connection to Miami. COVL Collection (pictured) invited guests to create their own micro collection of homeware. Using Med-Rev inspired pieces, paired with COVL's vibrant hues.

POS- In the on/off premise, Miami Spirit showed up vibrantly with displays, t-shirts, sampling stations etc. The brand book was created with versatility between brands and artists at the forefront.

Role / Creative/Design Direction, Project Lead

POP-RETAIL EXPERIENCE

The Lynchburg General Store is a pop-retail experience designed to celebrate the 150th anniversary of the Jack Daniel Distillery. For 7 days in each city– NYC, Miami, Chicago, SF and Austin– the experience celebrated the heritage of the brand while tapping into the local culture in each market.

Daily programming included workshops by top local makers, an endless supply of custom merchandise, $5 haircuts by famous local barbers, live music and surprise concerts.

ROLE: Sr. Art Director, Project Lead

Responsibilities include art direction, concept development, identify, guest experience and engagement strategy, set design, interior design, web design, promotional strategy, character design, merchandising and social. 

Project completed while employed at Mirrorball Agency

To finish the year on a high note, Pandora held a blowout concert headlined by some of the years top artists. The entire experience was draped in an icy aurora overlay and filled with custom fabricated staging and set pieces.

ROLE: Associate Creative Director

Responsibilities include custom fabrication, environmental design, engagement strategy, graphic design, custom collateral, art direction, character development.

In partnership with TBS and New York City Parks Renewal Program, a city park was completely restored in the Last O.G. star, Tracy Morgan’s old neighborhood. A block party was held for the whole community and integrated some of the area’s most authentic businesses.

ROLE: Associate Creative Director

Responsibilities art direction, graphic design, event design.

Editorial cocktail content created for the Diageo Miami Spirit campaign– where a set of cocktails were designed to pay tribute to the unique flavors and architecture of Miami. .

Role: Project Lead- Creative Direction, Prop Curation
Photographer: Guang Xu
Prop Stylist Extroidinaire: Gracie Shirreff

To reinvigorate the holiday spirit in 2020, Johnnie’s annual gifting and engraving studio was reimagined within the walls of the Showfields retail design space.

Guests were invited to explore the color-blocked space– filled with Johnnie-led gifting discoveries, pairings and playlists tailored to seasonal celebratory occasions.

Role: Design Director- Oversight of graphic and environmental design

L’Oreal launched their new “Advanced Haircare” line of products and needed to shift consumer perception from commoditized product to a “masstige” position that delivers premium results at affordable prices. The result was a functioning mobile salon construed into a converted shipping container. At touring events around the country guests were given microscopic hair evaluations and prescription of daily hair ritual including shampoo, conditioner, and multiple treatments.

ROLE: Junior Art Director

Responsibilities include graphic design, custom collateral, art direction.

Treat Stop / Bailey's
Tiered sampling toolkit created for Bailey's sponsorship activations.

Single Malt Scotch Portfolio Tasting / Diageo
'The Singles' on-premise sampling experience spiced up your traditional flight-style tasting experience with a bit of theater.

We took inspiration from retro matchmaking shows and created a simple yet playful activation that helps consumers find their perfect Single Malt pair based on personality traits, interests and flavor preferences.

Virtual Sampling Microsite & Cocktail Discovery Platform

Aesthetic and UX design for a suite of virtual cocktail and brand education tools, used across the Diageo portfolio.

ROLE: Design Director - project oversight and design

Launch event for Modelo's Aguas Frescas.

Food has been a favorite muse of artists throughout history. In honor of Food Networks 20th Anniversary we designed a celebration of the most popular food trends of the last two decades through an immersive gallery experience that defines– “The Art of Food.” The event Featured culinary paintings, savory sculptures, live performance art, and engaging installations that left guests hungry for more.

ROLE: Art Director

Responsibilities include art direction, set design, experience design, overall look and feel.

Project completed while employed at Mirrorball Agency