Experiential
Pitch Slam – Natural Products Expo West
How I design live brand experiences that balance narrative, energy, and visual identity at scale.
Informa Health & Nutrition
Role: Creative Direction · Experience Design · Video Production Lead
Overview
Pitch Slam is one of the most visible live moments at Natural Products Expo West, placing emerging brands on stage in front of investors, industry leaders, and a large in-person audience. The challenge was to move beyond a functional pitch format and create a cohesive stage experience that felt intentional, branded, and immersive. The goal was to shape how Pitch Slam is experienced in the room, from the first visual cue to the final transition.
Creative Direction & Strategy
I led the creative direction for how Pitch Slam shows up on stage, defining the visual language and experiential rhythm that frames each pitch. The focus was on creating a repeatable stage system that integrates video, music, lighting, and pacing to establish tone, build anticipation, and maintain energy at scale. This framework was designed to feel polished and cinematic while remaining flexible enough to support future iterations.
Key Creative Elements
- Countdown sequences to focus the room and build anticipation before the session begins
- Branded intro and transition videos to create narrative continuity between pitches
- Visual standards for stage content aligned with the broader Expo West brand system
- Walk-up music and transition moments to maintain rhythm and momentum throughout the session
Impact
The reimagined stage experience increased audience engagement during transitions, strengthened brand consistency across live moments, and established a creative framework that can scale across future Pitch Slam sessions and similar live formats. The result was a more cohesive, high-energy experience that elevated how the brand shows up on one of its most visible stages.
