Even Tony and Grammy Award-winning shows need a creative refresh!
Our client felt that we weren't reaching new potential buyers. We were stuck in a routine of only marketing to traditional theatergoers.
The goal? Create attention-grabbing creative to cut through a crowded landscape and continue to broaden our appeal to audiences around the world.
The results? Keep scrolling!
Leading the TVC spot refresh, I wanted to incorporate all new critic quotes that resonated with audiences that didn’t have a theater background or passion. I also wanted the show to look brighter, bigger, and better than ever before.
My VO script, as well as the quotes used on-screen, aimed to show consumers that Hadestown is the show for anyone.
I also opted to use one more upbeat track from the show, rather than our usual medley. The medley, while beautiful, felt a bit overwhelming, and I didn’t want to scare any potential buyers away by leaning into the ballads or more “artistic” tracks.
This refresh also included new media placements in an effort to reach new audiences. Check out our commuter three-sheets, where I provided the copy and creative direction.
Similarly, this new refresh look and feel was used on paid social. Above is a paid social concept I spearheaded.