Bombshell

CHALLENGE: Create a marketing campaign for Bombshell, an up and coming musical on Broadway based off of the fictional musical about Marilyn Monroe and her life from the TV show Smash. The campaign needed to span across multiple channels including, print, digital, and out of home.

Note: At the time of the creation of this project, Bombshell did not have any released artwork.

SOLUTION: I tapped into the strategy used by NYC Broadway agency, SpotCo, of identifying both the non-event and the event of the musical to find my big idea. The non-event, or the aspect of Bombshell I did not want people to takeaway from the campaign, was "that musical from Smash." In contrast, the event was "Marilyn was a complex person and Bombshell is a complex musical." Marilyn's life wasn't all glamour. She experienced highs and lows, and this is vital to the story, emotion, and heart of the musical. This campaign is my attempt to capture this big idea, as well as play off the lyrics from the musical's beautifully written songs.

The stylistic choice of gold linework was a nod to the Art Deco movement, which embodied glamour and sophistication synonymous with Monroe herself. In both her on-screen presence and personal life, Monroe encapsulated the spirit of an age that celebrated modernity, luxury, and a captivating blend of art and entertainment – all hallmarks of this artistic movement. Additionally, Art Deco has often been criticized for depicting women in an overtly sexualized manner and for also being superficial, similar to critiques Monroe received as well.

Other marketing ideas for this campaign included out of home ads such as a "Secondhand White Baby Grand" in Times Square and a mailbox reading "Mr. and Mrs. Smith" next to a white picket fence place near Central Park. Another idea involved a charity marathon for depression and suicide prevention tied to the song "They Just Keep Moving the Line." Other merchandise ideas included poker chip coasters with lyrics from the song "Let's Start Tomorrow Tonight" printed on them.