Creative Work & Selected Projects
Creative direction, choreography, teaching, and collaboration across stage, screen, and live experiences.
Selected Choreography & Artist Work
“Anaconda” — Nicki Minaj
Co-Choreography
“CRZY” — Kehlani
Co-Choreography
“Booty” — Jennifer Lopez
Choreography · Performance
“Catch Me If You Can” — Girls Generation
Choreography
“BVANDIT” — CLI Blackbox Film for CY5
Choreography
CREATIVE LEADERSHIP
Former Creative Director — Monsters Dance
As Creative Director for Monsters Dance, I shaped creative concepts across a national touring convention: connecting tour themes, visual direction, digital platforms, merchandise, live experiences, faculty, and audience touch-points into a cohesive brand.
TOUR CONCEPTS
Original themes, narrative frameworks, seasonal creative direction, and educational programming.
WEBSITE + BRAND APPLICATION
Complete website rebrand and design, visual direction, information architecture, promotional graphics, merchandise concepts, and campaign direction.
EXPERIENCE DESIGN
Stage possibilities, program rhythm, faculty alignment, and the complete audience journey.
TOUR CONCEPT DEVELOPMENT
Back to 1 Tour
I originated and developed the Back to 1 Tour for Monsters Dance (Season 2025-2026) concept around foundation, reconnection, and remembering the “why.” I established the narrative framework, visual direction, color palette, logo and merchandise concepts, stage and signage possibilities, and educational programming ideas, presenting the complete direction through an original internal pitch deck.
Original tour concept and creative direction by Andye J. Final graphic design and production execution completed in collaboration with the outsourced graphic design and production teams.
CREATIVE DIRECTION ACROSS SEASONS
Evolution Tour (2024-2025) & Dynasty Tour (2023-2024)
I originated and developed the foundational concepts for the Evolution Tour and Dynasty Tour, then helped carry each theme across its public-facing campaign. My work included tour concept development, creative direction, the independent design of multiple promotional flyers, and direction of merchandise and tour-promotion videos.
Additional brand assets and production materials were executed in collaboration with outsourced graphic design and production teams.
EVOLUTION TOUR
Tour Concept · Creative Direction
Selected Graphic Design · Promo + Merch Video Direction
DYNASTY TOUR
Tour Concept · Creative Direction
Selected Graphic Design · Promo + Merch Video Direction
AVAILABLE FOR SELECTED PROJECTS
Consulting & Creative Strategy
For dance organizations, educators, brands, and creative teams ready to turn strong ideas into clear, cohesive experiences.
I help shape creative direction, organize complex ideas, and build thoughtful systems that move projects from vision to execution. My approach combines artistic intuition with operational clarity, informed by nearly two decades of leadership across touring events, education, brand development, digital platforms, and artist mentorship.
Consulting Areas:
CREATIVE DIRECTION + BRAND DEVELOPMENT
Concept development, brand positioning, campaign direction, visual systems, and digital experiences.
PROGRAM + EXPERIENCE DESIGN
Curriculum development, educational programming, live-event concepts, and participant journeys.
CREATIVE SYSTEMS + TEAM ALIGNMENT
Content organization, workflow refinement, cross-functional communication, and translating ideas into executable plans.
Select project-based collaborations are considered throughout the year.