Market Challenge & Innovation

The production called for both stars to be showcased on the cover art—after all, it was a two-person show featuring Caroline Aaron and Matt Doyle. No matter the time of year, it’s tough to breakthrough the Broadway noise. So how would we grab the attention of all New Yorker’s walking around the theater district?

Strategic Approach

Taking an iconic photograph with Caroline Aaron and Matt Doyle wouldn’t normally be an issue if the actors were in the same location. Spoiler alert: they weren’t. Our team flew to Atlanta and back to New York City in 48 hours to capture the stars separately and photoshop them together in post. While the shoot was underway, our graphic design team worked to create custom lettering with neon accents. In addition, we discovered a graphic delight—turning quotation marks towards each other created a heart.

Business Impact

Collaborated with Serino Coyne and Shotown to implement an eye-catching campaign across NYC.
Produced a key art photoshoot under a 48 hour timeline, successfully executing the brief.
Strategized internal case study rollout for maximum impact within the industry.