CAMPAIGN CONCEPTING | ART DIRECTION | BRAND STRATEGY | SOCIAL & DIGITAL | EXPERIENTIAL DESIGN
WICKED: Evolving an Iconic Broadway Brand for a New Generation
For a brand as iconic as WICKED, the challenge wasn’t awareness. It was keeping a cultural phenomenon fresh for longtime fans while continually reaching new audiences. I helped evolve the Broadway brand across campaigns, social and digital content, major milestones, and partnerships, from its 20th anniversary to the cultural moment surrounding the Wicked film, while maintaining the stage production’s distinct identity. The work earned two 2024 Silver Clio Awards for the WICKED20 campaign. (click each image to expand)
