Role: Art Director

brief

For the 2025 BET Awards, the creative challenge was to evolve the visual identity of one of entertainment's most iconic cultural events while honoring its legacy. Hosted by Kevin Hart and featuring tributes to 106 & Park alongside honors for artists including Jamie Foxx, Mariah Carey, Snoop Dogg, and Kirk Franklin, the campaign sought to reposition the BET Awards as a premium, black-tie cultural experience without losing its authority or broad audience appeal.

a black-tie cultural experience.

solution

Partnering with Versus and the in-house Brand Creative team at BET, I helped bring a refreshed design system to life across out-of-home, digital, environmental, and experiential touchpoints. The visual language emphasized elegance, scale, and intentionality, translating the energy of the awards show into a more elevated and contemporary brand expression.

By applying the system consistently across every audience touchpoint, the campaign created a unified experience that felt ceremonial, celebratory, and distinctly BET; positioning the awards as both timeless and forward-looking while reinforcing its status as a major cultural tentpole.

campaign

out-of-home & experiential

digital & social

Credits

Agency: Versus
VP, Design: Chris Scarlata
Project Manager: Jess Hernandez
Motion Design Directors: Jun Lee, Luis Moya
Art Directors: Rebecca Wheatman, Eric Franklin
Designers: JJ Raskin, Noelle Mullins
Animators: Gabrielle Garbe, Lily Feng, Victor Lau