may i return to the beginning?
Joseph and the Amazing Technicolor Dreamcoat
When initially presented with this project, the creative prospects seemed less than exciting. Despite the calibur of any given production, we felt audiences were frequently distracted by fake beards and dated costumes.
The music is stunning, and we started thinking about how to make this show (and its marketing campaign), for lack of a better word, "relevant".
Digging into research, we discovered that when Andrew Lloyd Webber wrote this musical it was conceptualized as a modern-day retelling of the biblical story of Joseph.
And that was the breakthrough. This wasn't a dusty, dated musical, this was a story written for a contemporary audience with a message is as fresh and relatable today as it was 40 years ago. With that lens was placed over every aspect of the project, we imagined what Joseph would look like in 2016.
The focus became color, which also served as a storytelling tool. To further draw attention to this, we created a white base upon which to add various colors to convey messages about the characters and story. Gone were the churchy distractions of what could be confused with an Easter Pageant. Here was a new show in a new package, ready for an audience to enjoy it through new eyes.
Social Media Campaign
Photo Shoot Direction & Styling