Channing Tatum's MAGIC MIKE THE MUSICAL
For this winning pitch to Steven Soderbergh, we put humor front and center with three boldly branded campaigns that used witty, self-aware copy & photography, multi-platform motion campaigns and unique ad placements so consumers knew exactly what kind of night they would have at the theater.
My Role: Creative Director
Campaign One THE TEASE:
A focus on audience experience, a range of demographics & fun copy let consumers know this show was inclusive and buzz-worthy straight out of the gate.
High Impact Outdoor / Times Square Subway Domination
Pre-Open Teaser for Broadcast with Social and Digital Activations
A sound on, sound off multi-platform campaign featured funny resonant audience reactions to lay the ground work for what was to come.
Campaign Two SEXY IN THE CITY:
With hyper-local, site-specific outdoor and cheeky copy we could speak to people where they were and invite consumers to have fun with the brand.
Campaign Three QUADRUPLE THREAT:
To assure Broadway buyers that this show was more than good looks, we showcased the specatcular dancing, added in-the-know Broadway copy and took high-value media placements for credibility.
New York Times Checkerboard Ad with Broadway Copy
Times Square Billboard
Direct Mail
KPOP on Broadway
To launch KPOP on the heels of the pandemic, we needed to convince audiences that this show epitomized a new era of Broadway with its commitment to diversity and representation, and that it was exactly the exuberant, joyful, uplifting communal experience we'd all been missing. Our 8-week-out strategy centered on simultaneous cross-channel content, microsites to surprise and delight, targeted ads, social stunts, pop-ups, Tik Tok choreography drops and more, all delivering specific messaging for 3 key demographics:
1) KPOP Stans: Let them know we're authentic
2) Young NY Culture Seekers: Let them know we're cool
3) Tourists: Let them know this is the Broadway spectacle they crave
My Role: Creative Director, Strategy Lead
