Harman Dua — Creative Director & Marketing Strategist, Vancouver, British Columbia, Canada

KISS / Paul Stanley — Peter Triantos Art Gallery

Event Conversion & Attendance Funnel · 2024 (2024) · Events & Entertainment

Designed and executed the full attendance funnel for Paul Stanley's debut art show, held the day after KISS's final performance ever — one of the most emotionally charged cultural moments in the band's five-decade history. The funnel had to match that weight at every touchpoint, from the first invitation a guest received to the moment they walked through the gallery door.

Print Campaign: Direct RSVP Conversion

Designed and produced physically printed invitations sent directly to guests, engineered to communicate the significance of the occasion before a single word was read. The tactile format was a deliberate choice for an audience for whom this event carried genuine personal meaning. Print drove direct RSVP conversion among the core, high-value guest list.

Email Campaign: Digital Reach Extension

Adapted the invitation into a digital emailer campaign to extend reach beyond the physical list. Design and copy were calibrated to carry the same emotional register as the print piece, ensuring that the first impression of the event landed with the same weight regardless of channel.

Video Direction: High-Trust Conversion Asset

Directed and recorded Paul Stanley's personalised video message to attendees. This was the funnel's highest-leverage asset: a direct, emotionally resonant communication from the artist himself that transformed passive interest into confirmed attendance. The message was scripted and directed to align with the event's "Joy and Rebellion" aesthetic while feeling personal rather than promotional.

Physical Installation: On-Glass Lettering

Designed and developed the on-glass lettering applied to the Peter Triantos Gallery windows as a physical installation piece. This was not signage in a conventional sense. It was the event's first in-person brand moment, the point at which a guest's anticipation met the physical reality of the space. The lettering was designed to be bold, visually striking, and immediately legible from the street, communicating the cultural significance of the show before anyone stepped inside. It also functioned as an organic social sharing trigger: guests and passersby photographed the installation, extending the event's reach back into digital channels and closing the awareness loop that the print and email campaigns had opened. The installation required translating the "Joy and Rebellion" visual identity into a format that worked at architectural scale, on glass, in a gallery context, while remaining coherent with the printed and digital materials produced for the same event. Every element across print, digital, video, and physical installation was designed to feel like a single, unified experience rather than a collection of separate deliverables.

Result: Print invited. Email extended. Video converted. Physical installation delivered. The result was an event experience where every touchpoint, from the first piece of post a guest received to the lettering on the window as they arrived, was intentional, cohesive, and calibrated to the emotional stakes of the occasion.

Playbook: Hooked by Nir Eyal (2014) — How to Build Habit-Forming Products.

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