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.
