Broadway & Live Entertainment
My agency career took me in a new direction - the experiential and live entertainment space. At Serino Coyne, Broadway's agency, every show started with the same question: how do you make someone feel the show before they've seen it? A few favorites below.
The Book of Mormon - The campaign for what became a Broadway phenomenon.
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Disney's The Lion King - Imagination Untamed. Disney asked for a brand revival to stave off what looked like an inevitable decline after so many years on stage. The campaign contemporized the brand and set an industry ticket saels record one month after launch - an integrated blitz of online, outdoor, TV, radio, and digital that kept ticket sales climbing.
Peter and the Starcatcher - a small budget but a big heart. We leaned into the handcrafted, anti-Broadway qualities that made the show unique and built an indie brand strategy around them.
The Addams Family - to reintroduce the quirky but lovable characters, we took over the kiosks of Times Square.
Who's Afraid of Virginia Woolf? - in a crowded Broadway season, this classic story of an evening with two raging alcoholic couples was best told through the eyes of a liquor bottle brand identity.
