My name is Charlotte Roxanne. I direct brand experiences that survive contact with reality. 

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I've spent over a decade making things exist in the physical world — first in music PR and then in festival production with Insomniac and Live Nation, running large-scale food and beverage operations. The transition into immersive productions for Disney+ and SXSW shuffeled me thru several departments - F&B, Scenic Art, Content Capture, and design, which has led into the past several years, focused on community building campaigns and national brand activations for the biggest names in sport and culture.

 

That path built an unusual shape of creative director: one who can write the concept deck, art-direct the shoot, negotiate the fabricator, and walk the space at 6 a.m. on opening day. I don't hand ideas off at the threshold of production — production is where ideas either become real or quietly die. 

 

Sometimes I joke that my degrees went to waste in my current visually focused practice.... but I hold dual B.A.s from Syracuse University in Writing & Rhetoric and Photojournalism. The two have canonized into exactly where I am best at building from.

 

The writing never left the work: every world I build starts as a story someone can walk into. And as we get to the product of the experience, it's my temporal connection to extracting the authenticity of a moment in a picture that devotes me to making damn sure I am at the front end creating the conditions for those moments to be made, expressed, and ultimately tracked for my clients. 

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My path runs from a dual editorial foundation, with my degrees, through national music PR, the Insomniac and Live Nation festival circuits, a $5M+ food-hall build, and immersive productions for Disney+ and SXSW, before landing where all of it converges: creative direction for live brand experience.

 

Based in Los Angeles, I have spent recent years directing national activations for Foot Locker and its brand partners, including Nike, Jordan, New Balance, Puma, adidas, Vans, Converse, HOKA, and ASICS, alongside event, magazine, and campaign work for community-driven clients.

 

What that range taught me is where most activations break: the gap between what a brand spends and what a guest actually feels. A budget can buy the footprint, the build, the program, and the capture plan, but none of that converts into feeling on its own. It converts when every decision traces back to one governing truth.

 

My work is finding that truth and making the money serve it, so the line item and the guest experience point at the same thing. That is the difference between an activation that photographs well and one people carry home.