Broadway
Bridging the gap between the "live" experience and a permanent digital identity.
In collaboration with Broadway shows, I build cinematic brand identities that resonate with lifelong theater enthusiasts and a new generation of fans.
Integrated Campaigns
Visual storytelling for 2024 Tony-winners like The Outsiders and Merrily We Roll Along via music videos, BTS, and stylized vinyl unboxing.
Social-First Strategy
Driving organic engagement and ticket sales for shows like Almost Famous and The Great Gatsby through TikTok and Instagram-first content.
Iconic Collaborations
Creating "insider access" through exclusive interviews and content featuring Cameron Crowe, Daniel Radcliffe, and more.
The Outsiders
Stay Gold.
Partnering with The Outsiders to bridge the gap between the raw, ephemeral energy of the stage and a permanent digital identity. My integrated campaign for the 2024 Tony-winning musical spanned print, video, and social.
Print packaging
Music video for “Stay Gold” shot on location in Oklahoma and NYC with the original cast.
TikTok ad for “Great Expexctations”
Unboxing video for vinyl LP
Advertising
Merrily We Roll Along
Old Friends, New Vision.
For the 2024 Tony-winning revival of Merrily We Roll Along, I built an integrated campaign designed to capture the lightning-in-a-bottle chemistry of its cast. Our work spanned the full digital and physical spectrum, featuring performance pieces and lyric videos featuring Daniel Radcliffe, Jonathan Groff, and Lindsay Mendez, and social-first vertical video for a new generation of theater-goers.
Print packaging
Music video for “Old Friends” shot during recording session.
Lyric video for Franklin Sheppard, Inc. with Daniel Radcliffe.
Unboxing video for LP
Almost Famous
It’s all happening.
To capture the spirit of Almost Famous: The Musical, we developed an integrated campaign that honors its cinematic roots while building a fresh digital legacy. From capturing the rock-and-roll grit of the recording studio to intimate storytelling with the creators, our work included:
Exclusive one-on-one interview content with Cameron Crowe, bridging the gap between the Oscar-winning film and the Broadway stage.
A suite of high-energy TikTok and Instagram promos for "1973" and "The Real World," designed to find a new generation of "Band-Aids."
Print packaging
Cameron Crowe discusses Almost Famous movie and show (excerpt).
Music video for “Tiny Dancer”
TikTok promo for the song “1973”
TikTok promo for the song “The Real World”.
The Great Gatsby
To launch the digital presence for the 2024 Tony-winner for Best Costume Design, I executed a multi-channel strategy centered on "cinematic elegance." By filming the original cast in the studio and providing "insider access" through recording session BTS, the campaign drove massive organic engagement, helping the cast album resonate with a new generation of "Gatsby" fans.
Integrated campaign across print, video and social for the show and cast recording including filming of the recording session and BTS.
Print packaging
Music video for “Beautiful Little Fool” shot during recording session.
TikTok promo for the song “1973”
TikTok promo for the song “The Real World”.
Annie LIVE!
Bringing the scale of a live NBC television special to a digital audience, I built an integrated campaign across broadcast TV, print, and social featuring Harry Connick Jr. and Taraji P. Henson.
Developed TikTok and Instagram ad spots designed to drive live-viewership and digital streaming.
Broadcast TV advertisement
TikTok Ad
Funny Girl
Led the creative direction for print packaging and Hulu TV advertising spots.
Produced stylized vinyl unboxing videos to drive physical sales and social engagement.
Print packaging
Hulu TV adverstising
Unboxing video for the vinyl package for the Original Motion Picture Soundtrack
Lempicka
Bridging the gap between Art Deco history and a modern pop-infused score for the 2024 Tony-nominated musical starring Eden Espinosa.
Directed the "I Will Paint Her" music video and led visual storytelling across print, social, and advertising.
Music video (excerpt) for “I Will Paint Her”
Music video for “Don't Bet Your Heart”
Tick, Tick…BOOM!
Honoring the legacy of Jonathan Larson (creator of RENT) through a cinematic digital presence for the award-winning film soundtrack.
Directed high-energy lyric videos and social promos for hit tracks like "30-90" and "Come to Your Senses."
Managed a cohesive visual identity across print, social, and broadcast TV advertising.
Lyric video for “Come to Your Senses”
TikTok ad for the song “Louder Than Words”
TikTok Ad for the song “30-90”