Anastasia: Year 2

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

Dreamer. Rebel. Princess.

To celebrate ANASTASIA’s global expansion and second year on Broadway, I designed a new key art campaign that reclaimed what it means to be a princess. Anastasia is a woman in control of her destiny.

Our year one campaign was all about self-discovery, so we wanted to evolve with the character. Her posture is strong and empowered. I also expanded the world of the campaign by including additional members of the cast. We showcased the beautiful costumes and the epic grandeur of ANASTASIA on Broadway.

The large letter A has become an icon for the ANASTASIA brand in its 6 productions around the world.

Our team booked high-impact media all around town: Times Square, bus sides, taxi tops - along with takeovers of Bryant Park and Madison Square Garden.

MADISON SQURE GARDEN Takeover

BRYANT PARK TIMES SQUARE DOMINATION TAKEOVER

ILLUMINATED BUS SIDES

DIRECT MAIL

FRONT OF HOUSE

Anastasia: Year 1

CONCEPT

To build a signature global brand, I wanted to construct a piece of key art that was timeless, lush, and exciting.

This art was utilized to launch the production on Broadway, but was also used as an evergreen piece of creative that could be utilized in territories where the focus was not on the leading talent.

The art 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.

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