Willie Nelson 90

Creative director and producer of Willie Nelson's 90th
Birthday concert at the Hollywood Bowl.

Branding & Production

The Willie Nelson 90 project was the culmination of 20+ years of experience. While at Blackbird Presents we created the full brand experience including the design direction for all marketing, experiential assets, stage/lighting design, and merchandise. In addition to the brand development, we produced the two-hour CBS/Paramount+ special broadcast “Willie Nelson’s 90th Birthday Special”, a three-hour full-length film “Long Story Short: Willie Nelson’s 90th” that aired in theaters around the world, as well as a dual CD/LP and Blu-ray.

Video Production

We had just three weeks to assemble a top-notch production team of about 75 professionals to produce and capture the two-day event. The production consisted of a production truck (TNDV), fifteen cameras (Sony HDC-4300), including a railcam, multiple jibs, and a drone. We had just one day for load-in and one day for a partial rehearsal. The film was directed by Gregg Gelfand.

Post Production

Just a day after the event, we dove right into post-production for the three-hour film. We meticulously trimmed down the two-day event into a captivating three-hour film, showcasing 35 expertly edited and mixed performances. The end result was a visually stunning masterpiece, mixed in 5.1 and presented in glorious 4k resolution distribution across the US, New Zealand, South Africa, England, Canada, and Germany. In summer 2023 we began post-production of the two hour broadcast special which aired on CBS/Paramount+ December 17, 2023.

Hollywood Bowl
Image Mapping

Part of the stage design was the image mapping of the rim of the Hollywood Bowl. I lead the creative development of the video content for Blackbird Presents in conjunction with light design for the two-day event.

Creative Direction


In a span of just three months, we (Blackbird Presents) created the Willie Nelson 90 brand, led the marketing direction, developed the experiential assets, and oversaw the design and manufacturing of all merchandise.

The design direction was well received by artists, fans, and Willie himself. The results were staggering, the show sold out while in pre-sale and the merchandise sales were the second highest in the Hollywood Bowl’s 100+ year history.

Read brand development case study.


    Blackbird Presents/Live Nation

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  • ROLE:

    Creative Director, Producer

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