Astra Lumina
A night walk through the cosmos.
Astra Lumina is part of the Lumina Night Walk series from Moment Factory, and I helped promote one of their first ever US installations. The initial experience was a massive success, selling 129K tickets over its 7 month LA run.
I created 5 core articles for this experience and 5 additional pieces of lateral content, funneling customers from social media posts to the articles and finally to ticket sales. After the success of Astra Lumina’s 2022 run, it has returned each year through 2025 and I have helped expand the experience to Seattle, Philadelphia, New York, and Dallas.
Dallas Morning News
In 2024, I wrote an article for The Dallas Morning News to draw further guests to Astra Lumina. Read it here.
As such a visual experience, I allowed the aesthetics of Astra Lumina to speak for themselves with photo-heavy posts. This is an example of one that performed well, with 881K impressions 34K engagement.
Video assets performed best on Instagram, but still images saw great engagement as well, especially when the messaging was grandiose and optimistic (in-line with the experience’s themes). This post reached 116K users.
Lateral Content
In addition to dedicated articles, lateral pieces like this one solved the issue of any users recognizing Astra Lumina posts and ignoring them. All articles were turned into social media posts, and combining informative news with messaging for Astra Lumina helped us stay consistent in reach and sales.
2 cities added the following year
129K tickets sold over its 7 month LA run
34K reactions from a single post
