THE AMERICAN VICARIOUS
TYPE: GRAPHIC DESIGN, EMAIL MARKETING
HYPE MAN: a break beat play tells the story of Verb, a young black man who hypes the crowd and Pinnacle, a white front man who writes and rhymes. With the addition of Peep One, a mixed-race, female beat maker, the trio is about to make it big as America’s next hip hop crew. But the shooting of an unarmed black man in their hometown throws them off their beat. HYPE MAN immerses audiences in a chilling conversation amongst the beats and rhymes of pulsating hip hop.
I took inspiration from The Fugees’ The Score album cover for the key art direction of HYPE MAN. I was inspired by the typography on the album that I also found common in other hip hop and rap cover art. Purples felt cool and young and popped in email and social media marketing. Capturing the actors was essential in the marketing of the play. It is a play about race and how identity shapes us and holds us accountable, therefore showcasing the actors was key.
Shooting the key art and the teaser trailer on the same day allowed our marketing materials a sense of symmetry and cohesion. It also allowed for us to capture the essence of the actors in character. While the typography and colors showcases hip hop, the photography of the actors gave the viewer the story of the play.
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.