Wicked
Concept, Title Treatment, Theatrical Key Art
The project aimed to design a teaser campaign for Wicked that builds anticipation while keeping Elphaba’s character hidden. The focus was on using symbolic storytelling through her hat, broom, and arm to hint at her presence and journey.
Challenges
One challenge was how to create recognition without directly showing the main character. The campaign needed to feel unmistakably connected to Wicked while still mysterious. Another challenge was designing artwork that could adapt across formats, from posters to digital streaming interfaces, without losing impact.
Solutions
The final direction leaned on minimalism and symbolism. Teaser posters highlighted iconic objects set against dramatic, atmospheric backdrops. Early sketches tested different visual cues, and later variations emphasized mood and spectacle. This approach gave the campaign flexibility for both print and digital platforms.
Title Treatment & Key Art
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Title Treatment & Key Art *
Initial Sketches
Concept: I wanted to focus on Elphaba’s iconic symbols: her hat, broom, and arm, to hint at her journey. The teaser poster leaves her presence felt without showing her, creating intrigue for what’s to come.
Out-of-Home
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Out-of-Home *
