Entertainment
Wicked
One of the most exciting things about working on a legacy brand like the Broadway musical WICKED is coming up with new ways to sell it. This campaign was in response to a fascinating bit of data: Audiences who hadn't yet seen this show after a decade thought it was another story about Dorothy's journey to Oz. My job was to re-educate the public that the musical is told from the point of view of the Wicked Witch. She's not the evil person she's made out to be. So, if you come to the musical, you'll get the "true" story.
High School Musical 2
Capturing the voice of Disney Channel's most popular film franchise was one of my favorite projects ever. Following Disney's strict language guidelines, I created a voice that was in tune with how tweens spoke (at the time), while also being trustworthy to parents. My task was to create all copy across the High School Musical 2's two sites, including the "star dressing rooms" and the official site.
Sonny with a Chance
For Disney Channel, I wrote a gossip blog for the hit TV show "Sonny with a Chance." Tweens could pop onto the website once a week for a new update on Sonny (Demi Lovato's character) and everything in her world. My approach was to sound glam, sophisticated, and dishy, while still being accessible to pre-teen readers.
Summer: The Donna Summer Musical
For Broadway's Donna Summer musical, the messaging approach was to hook the reader in with Summer's iconic songs, and then promise them the story of a queen—all within the fabulous world the 70s dance floor.
This direct mail piece was the first message we sent to ticket buyers. It worked like gangbusters, beating all agency records for a direct mail in terms of ticket sales.
Below the direct mail are a series of never-seen posters with a variety of copy lines.
Designer: Robert Postotnik
Agency: AKA NYC
Oh, Hello on Broadway
OH, HELLO ON BROADWAY was a totally unique type of Broadway show. Comedians Nick Kroll and John Mulaney play their 70-something alter egos—two crotchety Upper West Siders caught in the 1970s. I creative directed a campaign that captured the retro spirit of the characters, while also explaining the unique nature of the show.
Below are a series of fun copy lines, along with a copy blurb from the front of the theater.
Agency: Serino Coyne
War Paint
The direct mail piece for the 2017 Broadway musical, WAR PAINT. As a critical introduction to the show for the mass audience, it was crucial that this piece convey the glamor of the characters and, as described in the copy blurb, promised a powerful female-driven entertainment.
The TV teasers introduced audiences to these larger-than-life divas.
Designer: Peter Gunther
Agency: AKA
If/Then
Idina Menzel's last Broadway musical was a gripping examination of a life lived two ways. I had to explain this premise through our ads—all while showing Idina's star power, especially hot off the success of "Let It Go."
Designer: David Barrineau
Agency: Serino Coyne
