When this project first kicked off, Laffs On Wax existed only as a name and concept between two comedy fans. The show lacked branding, a digital ecosystem (e-tickets, social media, etc.) and performers.

The task was to build the show from the ground up. Solidify the concept, find a location, promote the event, perform it live, and about 20 other unforeseen tasks along the way.

I used AI to learn recommendations for promotional channels and advertising. These included purchasing Instagram ads, native Eventbrite ads as well as printing out physical posters to display near the venue. From there I also created mini stubs that included event details and a QR code for the ticket link.

Full curtain pull: Laffs On Wax is the brainchild of my friend Ryan Nash and I. So naturally I took a leadership role throughout the event planning process. I designed print and digital collateral for the event and used those assets for promotion. I storyboarded the live show as well as reached out to content creators and performers I wanted to highlight.

I led coordination with the venue and communicated audio and video setup dependencies to Nash and other team members of our production team.

As the project progressed we experienced quite a lot of unforeseen obstacles that required quick thinking. Digital ads provided no return on our investment and so we pivoted to word-of-mouth and in-person promotion.

We experienced delays with load in and sound check because the venue organizer was not available at the agreed upon times. So we ended up setting up late night before and the morning of the event. This led to unforeseen issues with audio and video during the live event.

During the live event we encountered issues with pacing as certain segments ran long. This forced us to cut segments and reorganize our run of show in the moment.

In addition to creating a visual brand, ticketing ecosystem, and digital design assets, Laffs On Wax generated over 6,000 new impressions on Instagram alone which is 1800% beyond the organizer’s organic following.

This led to the event overselling our projections by 33% and so last minute we had to account for additional seating.

Random passersby purchased tickets on the night of the event with no knowledge of the show just out of curiosity. And despite minor audio or technical issues during the show, the following week Laffs On Wax was green-lit for a second show.

We also created a remarketing email to capture content and feedback (pictured below) from the first show to grow an audience and improve the second show.

Dan Johnson (Event Videographer), Ryan Nash (Sound Engineer & DJ), Kellen Nixon (Venue Organizer), Tim Rutkowski (Stage Manager & Performer), Nate Seaman (Design & Event Director), Nina Tran (Event Photographer)