The event of the year
The Hueco Rock Rodeo
The Hueco Rock Rodeo is one of climbing's most iconic annual gatherings — a multi-day bouldering festival hosted by the American Alpine Club at Hueco Tanks, TX, one of the most historically significant and access-controlled climbing destinations in the world.
As a creative contributor and on-the-ground collaborator, I was involved across every phase of the event. On the organizational side, I helped coordinate logistics and marketing leading up to the event. I designed and built the event landing page and produced the print and digital ad campaign. During the event itself, I shot photography and video to feed both real-time coverage and the following year's marketing materials, while also running Instagram takeovers for event sponsors. Post-event, I designed a custom IG carousel to close out the campaign and extend the story.
The work required fluency across brand, content, and production; moving between strategy and execution depending on what the moment called for. Tools spanned Adobe Creative Suite, Figma, and custom HTML/CSS for the web build. The photography was shot on location at Hueco Tanks, capturing the texture of the place: the rock, the community, the culture.
Hueco Rock Rodeo web UI. Custom design built on original on-location photography shot by me — translating ten years of event history and world-class climbing culture into a photo-forward, immersive event experience. View the site here
Hueco Rock Rodeo post-event IG carousel. Custom design with original photography and GIF animation — one of the first event recap formats to bring motion natively into the carousel experience.
Custom GIF animation integrated natively into the IG carousel — motion used as a design element, not an afterthought.
Frame-by-frame sequencing built from original on-location photography — bringing the energy of the event into the scroll.
Full page magazine ads. Original photography and custom layout designed to live in cohesion with other materials and web presence.
Horizontal banner ad. Original on-location photography designed for digital web and editorial placement across climbing and outdoor media.
Horizontal half-page spread. Event details and comp energy distilled into a single, scannable layout built for climbing and outdoor publications.