Challenge

As a two-person show, the production needed both stars featured together on the cover art, which was no small task when trying to catch the attention of New Yorkers walking past a crowded field of Broadway posters.

Strategic Approach

Since Caroline Aaron and Matt Doyle weren't in the same city, our team flew to Atlanta and back to New York within 48 hours to photograph each star separately, then combined them in post-production. While the shoot was underway, our design team developed custom neon-accented lettering to complete the look.

Key Innovation

A small design discovery became the campaign's signature touch: turning the quotation marks in the title toward each other formed a heart; a detail that gave the key art emotional resonance beyond the headline.

Business Impact

We partnered with Serino Coyne and Showtown to roll out an eye-catching campaign across NYC, delivering the full key art photoshoot within a tight 48-hour timeline. I also helped strategize an internal case study of the project for broader use within the industry.