Challenges
To design a campaign that feels unmistakably Wicked without showing the characters directly, and holds across formats from poster to large-scale out-of-home advertising.
Solutions
The campaign moves from a dark typographic teaser to a full atmospheric composite. Both executions are anchored by the same objects and color language, giving the system consistency as it scales across placements.
Wicked
Scope: Title Treatment, Key Art, Out-of-Home
A teaser campaign for Wicked focused on Elphaba's iconic symbols: her hat, broom, and arm. The teaser leaves her presence felt without showing her, creating intrigue for what's to come.
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To design a campaign that feels unmistakably Wicked without showing the characters directly, and holds across formats from poster to large-scale out-of-home advertising.
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The campaign moves from a dark typographic teaser to a full atmospheric composite. Both executions are anchored by the same objects and color language, giving the system consistency as it scales across placements.
Title Treatment & Key Art
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Title Treatment & Key Art *
Initial Sketches
Concept: Three directions explored how to frame Elphaba's iconic objects as the primary visual subject before settling on the final composition and scale.
Out-of-Home
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Out-of-Home *
