Anastasia

Goes

Global

Inspired by the beloved films, ANASTASIA THE MUSICAL is the story of a brave young woman setting out to discover the mystery of her past. 

CONCEPT

To build a signature global brand, I wanted to construct a piece of keyart that was timeless, lush, and exciting. In order to distance ourselves from comparisons to the 1997 animated film, I wanted the imagery to be photo-realistic.

The concept features a mysterious woman, caught between her past in St. Petersburg, Russia and her future in Paris. As a framing device, we rendered a large A to be a prominent through line for future campaigns.

INTERNATIONAL POSTERS

What does a missing
princess look like?

ANASTASIA is an adaptation of Russian history and folk-lore.

The Grand Duchess Anastasia’s family was executed, but it was rumored that she survived. Years later, a mysterious woman with amnesia named Anya hopes to find some trace of her family by siding with two con men who wish to take advantage of her likeness to the Grand Duchess.

In the keyart, Anya is dressed in what I describe as her adventure-ware.

In the production, Anya is introduced while dressed as a street urchin; when she is revealed as the Grand Duchess, she wears a regal ballgown.

The cloak we selected for the keyart was a step above the urchin Anya, but not as regal as The Duchess. The outfit is purposefully designed as the balance between who Anya was and who she becomes.

A variation of the outfit photographed on the left was re-designed and added to the Broadway and international productions by Tony Award® nominated costume designer Linda Cho.

FRONT OF HOUSE

BILLBOARD

DIRECT MAIL

in-theater activations

The “MISSING” CAMPAIGN

American Airlines Terminal Takeover

CHARACTER CARDS

• CLIENT: ANASTASIA

• MY ROLE: Creative Direction • Concept & Design of Key Art • Conception/Ideation • Photo/Video Shoot Ideation & Direction • Photo Retouching/Compositing • Set International Brand Guidelines • Direction of Production Materials: TVC, Outdoor, Print, Digital • Client Facing

• AGENCY: AKA. Production Design: Billy Mitchell & Taylor Crews, Digital Design: Alex Enterline, Copy: Sam McMenamin, ECD: Bashan Aquart

• PHOTOGRAPHY: MurphyMade