Beetlejuice Direct Mail

Beetlejuice direct mail was a super fun project to work on. Four concepts were developed from initial sketches to mock-ups. My favorite version, “The Couple Portraits,” is a four-panel barrel fold that used a photo shoot at The National Theater in DC, capturing the three main couples from the show being playfully manipulated by Beetlejuice. The much beloved set by David Korins also received its own spread. The mailing panels effectively combine a Burtonesque graveyard set mashup with the show’s iconic black and white stripes. This version introduces some character relationships, hints at Beetlejuice’s mischievous nature, and highlights all key aspects of the brand (this was tailored to the director and was also his favorite).

Four panel “Couple Portrait” barrel fold interior, sketch and comp

Four panel exterior, sketch and comp

The “Last Supper” version, featuring the dinner scene from the same DC shoot, brought the characters together, emphasizing cast chemistry and the graveyard set piece as a transition. This image was not initially embraced by the producers, but now you can see it on the front (or back) of the theater and in the social campaign.

“Last Supper” exterior, sketch and comp

Three panel “Last Supper” interior, sketch and comp

A third, more copy-heavy version: the “Curtain Pull” utilizing headshots was the “safe” solution, which has its fun with copy, playing on Broadway pedigree. In the end, the client chose to go in the direction of a straightforward three-panel layout featuring Beetlejuice peeking out of our signature stripes, with Lydia perched on the mailing panel sporting a smirk for attitude and parody. To complete the piece, the graveyard scene and sandworm framed a playful display of production photos amid the graveyard. You can check out the final piece here.

The Great Comet Tony Voter Booklet

Created for Tony Award voters, this booklet was inspired by the challenge of capturing the full experience of this fully immersive, groundbreaking theatrical event in a single image. Performed all around you, The Great Comet of 1812 completely surrounds the viewer in a 360° experience.

Sketch of Tony voter folding booklet for The Great Comet of 1812.

Originally conceived as an ad for the New York Times, comps were made of an image idea that showed both actors and viewers simultaneously. The producer was sold on the concept with the initial comps.

Initial comp for New York Times half page spread

Soon, a photographer was hired, and our “one-off” Times ad became the centerpiece of the Tony campaign! In the end, we composited nearly 50 images to create a panoramic theater view showing the live show experience from the on-stage perspective, while highlighting every actor and musician in the show.

Final art used in Tony campaign booklet as well as following in New York Times two page spread.

To further illustrate the interactive experience, a folding booklet was created showing the progression through the theater's architecture, starting with the covers that display the production’s tile pattern in the flooring, moving to the first interior panels illustrating the eastern block lobby, and ending with a lush red velvet gallery of images from the set framing quotes and awards won by the play so far. See finished booklet here.