Dark Dining Event. Benefiting (RMHC) Foundation. Art Direction

There was a theme that centered the event around the idea of living in the 1920's era of New York. The first step in our campaign was to find similar locations and sumptuous costumes similar to those of the 1920s in New York. Due to this, the audience was able to be a part of both the show as well as the music in general. Through the sale of tickets and the sponsorships from our sponsors, we were able to raise funds in order to donate them to the Ronald McDonald House Charities Foundation (RMHC).

Among my responsibilities was the management and direction of this project, which was part of my responsibilities. Initially, I wrote a storyboard, and then we worked with art collaborators and outdoor advertising providers to produce the event after we had developed a storyboard. It was my responsibility to lead the photoshoot, design and develop the digital media assets as part of the project. During my tenure as Head of Art at the company, many of my team members and I developed a style guide and an environmental design event, which our social media manager posted on YouTube, Facebook, and Instagram. 

Table of contents:

• Introduction
• Main credits
• Case study
• The concept
• Storyboard
• Videos on YouTube
• Photoshoot
• Recap
• Selling Idea
• Event website
• Event style guide
• Email marketing
• Behind the scenes
• Credits

Welcome to Dark Dining 2015 "The Eve Of Prohibition.”

This campaign serves as an exemplary demonstration of meticulous event planning and leveraging various mediums to effectively promote it. By utilizing both digital and traditional marketing channels, we successfully engaged our target audience and generated widespread awareness for the Ronald McDonald House Charities (RMHC) Foundation.

The journey began with the creation of a captivating presentation tailored specifically for potential sponsors. Our objective was to secure their support in transforming our vision into reality, all with the ultimate goal of raising substantial funds for the RMHC Foundation. We invested significant effort in crafting a compelling main image, carefully chosen to convey a powerful message that would pique curiosity and generate anticipation for the upcoming event.

The primary objective of this highly anticipated event is to showcase the renowned culinary masterpiece, "Dark Dining" 2015, skillfully crafted by the esteemed Chef Adrianne Calvo, marking its second consecutive year. Dark Dining has been aptly described as an unparalleled sensory journey, where flavors intertwine to create an extraordinary gastronomic experience. By immersing guests in darkness, this distinctive concept elevates dining to unprecedented heights, allowing attendees to embark on a truly remarkable culinary adventure.

Moreover, we strive to make a positive impact on our community by raising funds for the esteemed Ronald McDonald House Charities (RMHC) Foundation. Through the generous contributions from our dedicated sponsors and ticket sales, we aim to support this exceptional organization's commendable efforts. The RMHC Foundation has long been dedicated to providing vital assistance and comfort to families in need. By participating in this event, you not only indulge in an extraordinary dining experience but also contribute to the well-being of those who need it most.

To engage and captivate our audience, we developed detailed storyboards for the videos to be shared across various social media platforms. These videos were carefully orchestrated to build excitement, enhance brand visibility, and attract the sponsors we needed to ensure the success of the event. Concurrently, we embarked on a search for optimal locations to conduct a professional photoshoot, enabling us to capture visually stunning content and determine the necessary props for the event day.

With the presentation finalized and our marketing collateral in place, we strategically deployed these materials to reinforce the event's concept and maximize its impact. Every element, from posters and banners to online advertisements, was meticulously designed and strategically placed to ensure cohesive branding and reinforce the event's underlying theme.

As the event day arrived, our meticulous planning bore fruit. The success of the event was palpable, as numerous media outlets covered it extensively, generating substantial exposure and media impressions. Moreover, our carefully curated online presence led to impressive view counts on platforms such as YouTube, while social media engagement surpassed our targets. Most importantly, we achieved our primary objective of selling out all the tickets, signaling the overwhelming support and enthusiasm from our audience.

In this article, I share a comprehensive behind-the-scenes account, offering readers a glimpse into the extensive efforts undertaken by our advertising agency's Creative Director, who led the team responsible for bringing this remarkable event to life. Every aspect, from initial conception to flawless execution, was driven by a shared passion and commitment to excellence. It is with great pride that I reflect upon the success of this grand event.

Main credits:
Agency: GMG Advertising Agency. Miami FL
Advertiser: Chef Adrianne Calvo
Benefiting: Ronald McDonald House Charities (RMHC) Foundation.
Chairman & CCO: Mike Beovides
Head of Art: Mark Zuniga
Concept Art Director: Mark Zuniga
Storyboard: Mark Zuniga
Graphic Designer: Mark Zuniga
Retoucher: Mark Zuniga
Photographer: Ines Ayra

Case study

Storyboard pg. 1
Author: Marco Zuniga

Storyboard pg. 2
Author: Marco Zuniga

Videos on YouTube

Location: The Westin Colonnade, Coral Gables
Art Direction: Mark Zuniga
Story Board: Mark Zuniga
Filmmaker: Danilo Gonzales
2nd. camera: Erick Coego
Photographer: Ines Ayra

Event highlights

Opening Dark Dining "The Eve of Prohibition." 


ChefAdrianne Calvo
At Elevators / dining room / Lounge:
- Sandra Ibanez and Monica Ibanez
At Living room / dining room / lounge:
- Annette Corzo, Madeline Avila, Adrian Avila and Janio Corzo. 
At Living room/lounge:
- Victoria Ann Labarta

At elevators

at Lounge

at the living room

at the dining room

Dark Dining Event "The Eve of Prohibition" YouTube video 

Opening Dark Dining "The Eve of Prohibition." 

Dark Dining: Recap

The concept

Chef Adrianne Calvo

The dining

Environmental design

Installation environmental design


Dark dining experience


Dark Dining: Selling Idea

Head of Art: Marco Zuniga
Concept Art Director: Marco Zuniga
Graphic Designer: Marco Zuniga
Retoucher: Marco Zuniga
Photographer: Ines Ayra

See more PDF Presented:

Event website


Purchase tickets


Event Style Guide

Art Director: Marco Zuniga
Graphic Designer: Marco Zuniga
Illustrator: Marco Zuniga
Retoucher: Marco Zuniga

Digital marketing
Facebook / Instagram / Website

Graphic Designer: Marco Zuniga
Retoucher: Marco Zuniga
Photographer: Ines Ayra

See more PDF Schedule:

Email marketing

Behind the scenes

Props design

Making props: Digital technique

Sponsors thank you for support:

CEO: Mike Beovides
Account Director: Victoria Ann Labarta
Head of Art: Mark Zuniga
Art Director: Mark Zuniga
Storyboard: Mark Zuniga
Production Manager: Ines Ayra
Copywriter: Ines Ayra
Web Developer: Lilian Figueroa
Web Designer: Mark Zuniga

Photographer: Ines Ayra
Art Direction: Mark Zuniga

Scenography: The Westin Colonnade, Coral Gables. Miami FL
Production: Dann Creative Solution
Filmmaker: Danilo Gonzales
Art Direction: Mark Zuniga
Storyboard: Mark Zuniga
Digital Edition: Erick Coego
Technical Producer: Erick Coego
Sound: Erick Coego
Color correction: Erick Coego
Photography Making of Ines Ayra
Film Making of Erick Coego
Locker Room: My Best Friend's Closet
Make-up and Styling: Alore - Ines Ayra
Props: Apple Event Production
Lights: Apple Event Production

Casting: Ines Ayra
Chef: Adrianne Calvo
Models: Sandra Ibanez | Monica Ibañez
Victoria Ann Labarta | Annette Corzo
Madeline Avila | Adrian Avila | Janio Corzo

Post Production: Erick Coego
Project Manager: Mark Zuniga
Coordination and Support: Ines Ayra

Thank you, Team!

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