A landing page for one of climbing’s longest running festivals, held each year at Hueco Tanks outside El Paso and hosted by the American Alpine Club. I shot the photography, wrote the copy, designed the page, and coded the build.
The Rock Rodeo is a legend in the bouldering world, but its web presence didn’t match its reputation. The event needed one page that could sell the weekend to climbers who already know Hueco and to first timers deciding whether to make the trip.
I shot the festival myself, every image on the page is real: real boulders, real climbers, real ocotillo thorns in your tush.
The page was designed as a complete system in Figma, then built as a single fast loading HTML file. No page builder, no plugins, nothing to break. It loads fast on a phone in the desert, which is where most attendees open it.
The landing page anchored a small campaign kit: print ad formats for climbing publications, sponsor Instagram takeovers, and a post event recap carousel, so the brand held together across every touchpoint of the festival weekend.
A festival page that looks and feels like the event itself: raw, warm, and built for climbers. Because one person shot, designed, wrote, and coded it, nothing was lost between handoffs, and the whole project moved from first photo to live site in a fraction of typical agency time.