Art 4
35mm: A Musical Exhibition
Virtual Musical
Images
Part of the campaign was to do an Instagram takeover for an entire weekend. Anna Blanchard, a leading actor in the production, took over the Instagram account. She was asked to discuss the show, her experience of doing a virtual program amidst COVID-19, and she introduced a photo competition with a grand prize that would run the entire length of the show to entice audience members to purchase tickets.
A main goal of the campaign was to show the human element of the show since it was produced virtually. I led the Marketing Team to create mini experiences with art for each cast member. This art experience was in direct parallel to the content of the show and added a humanistic experience to an otherwise fully digital experience. The KPI for this campaign was an increase in engagement on posts by 5%.
Videos
Promo Videos
The beginning and the end of the campaign included promo videos of the show. Below are the two videos I created.
A behind the scenes look at the production of this virtual musical. All video was shot on site and edited by me. This was the first video to start the campaign.
This was the final promo video that came out halfway through the performance run.
Actor Videos
In addition to major pillar videos in the campaign, we ran a smaller campaign in conjunction with the photography mini-campaign on social. These videos came out 1-2 times a week throughout the run of the show.
