THE FLEA THEATER
'MAC WELLMAN: PERFECT CATASTROPHES, A FESTIVAL
TYPE: GRAPHIC DESIGN, ART DIRECTION, VIDEO PRODUCING
Mac Wellman: Perfect Catastrophes, A Festival of Plays celebrated Brooklyn playwright Mac Wellman with five of his works. Wellman is known for challenging our most deeply rooted political and social issues. Wellman makes (non)sense of white supremacy, the leaders of our nation and our institutions of higher learning, all the while daring to push theater past good intentions. His plays are often non-linear and odd. He is a true anarchist playwright.
To market an entire festival of five distinctly different plays, I chose to create a rack card for print that highlighted each of the plays and described them in three phrases each. Yellows and blacks were used to show playfulness and depth - both themes in all of Wellman’s plays. Splatter and organic typography was used for all marketing that could be seen as Wellman writing the marketing materials himself.
For the key art, I created a rack card that effectively broke down the five plays of the festival. Each play is described in about three words that gives context to each individual play. I wanted to highlight Wellman with a portrait of him in a way that didn’t feel too stiff. He is a notable playwright, but one who thinks out-of-the-box. Therefore any kind of rigid photo wouldn’t work. He had to be in the art itself and in the type. I was inspired by organic, scratchy type and images of people with graffiti over them.
Each of the plays had different icons that were plays on common items (i.e. a penny, a cat). We used these in each of the highlights for each play along with its corresponding critic quotes. Each play proved difficult to describe in marketing copy, so the best way to sell the shows was to show, not tell.
VIDEOGRAPHY BY ADVENTURE WE CAN
The selling points of the play were Taylor Mac and the ball pit. My goal was to highlight both of those features in our email campaigns where we could talk at length and provide more resources to our audience.