REDWOOD

CAMPAIGN CONCEPTING | ART DIRECTION | KEY ART DEVELOPMENT | PRINT & OOH | SOCIAL & DIGITAL

Redwood: Standing Tall in Times Square

For Redwood starring Idina Menzel, I collaborated with the creative team at Situation Interactive on key art concepts and the development of the show's Broadway marketing campaign. My role combined hands-on design with creative concepting and art direction, translating the production's visual identity into a cohesive campaign across large-scale outdoor advertising, print, digital, and social.

I personally designed the Nederlander Theatre's front-of-house creative, a custom die-cut direct mail piece, and advertising across a wide range of formats. Each application required a considered approach to composition, typography, and visual hierarchy, from commanding attention on the theatre's exterior and a Times Square billboard to creating a tactile mailer that made the campaign engaging at a more personal scale. Additional executions included full-page placements in The New York Times, New York Magazine, and Vanity Fair, the production's Playbill cover and interior advertising, and numerous digital and social placements.

Beyond the individual executions, I art directed creative concepts and video, helping shape how the campaign translated into motion while maintaining its established visual identity. This balance of hands-on design and broader creative oversight allowed me to contribute across multiple stages of the campaign, from concept development through final production.