Wicked
A teaser campaign for Wicked that keeps Elphaba just out of sight. Her hat, broom, and silhouette carry the campaign from a minimal teaser into atmospheric key art and large-scale out-of-home, building anticipation through the symbols associated with the character.
Scope
Art Direction
Title Treatment
Key Art
Out-of-Home
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 *
