TYPE: GRAPHIC DESIGN, KEY ART, ART DIRECTION, VIDEO PRODUCING

SKILLS: PHOTO RETOUCHING, DESIGN

'THE FRE'

THE FLEA THEATER

The Fre by Taylor Mac tells the story of The Fre, a rambunctious group of fun loving anti-intellectuals who spend their days cavorting in the mud. But when an intellectual falls into theirpit, he tries to convince the inhabitants that there is life outside the swamp. The play tookplace in a giant ball pit, where audiences got to jump in and throw “mud” along with The Fre.


For the marketing of The Fre, the goal was to represent the chaos and anarchy of group in the key art. I took inspiration from group shots of ensemble-heavy plays like CATS, rock band
album cover’s typography, and was inspired by our makeup artist Anastasia Durasova, who often does Taylor Mac’s drag makeup.

 

I chose playful colors and coupled them with an organic font for the typography. The idea was to represent something a member of The Fre might have written on a wall themselves. This design was carried throughout all marketing materials from social to video content to email marketing.

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KEY ART

Since this was a play for all ages, the goal was to display youthfulness in the facial expressions of the actors and represent the ball pit balls in the circular makeup.


The challenge of capturing this photo was directing 16 actors to display a sense of anarchy as well as playfulness while all having a unique look. Our photographer was able to capture those emotions that I then turned into our key art for the play. 

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PHOTOS BY JOSEPH HUFFMAN

VIDEO CONTENT

Since this was a play for all ages, the goal was to display youthfulness in the facial expressions of the actors and represent the ball pit balls in the circular makeup.
The challenge of capturing this photo was directing 16 actors to display a sense of anarchy as well as playfulness while all having a unique look. Our photographer was able to capture those emotions that I then turned into our key art for the play. 

VIDEOGRAPHY BY ADVENTURE WE CAN

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PHOTO BY HUNTER CANNING

SOCIAL MEDIA

To highlight the youthfulness in the play, I played up on our social media campaigns by creating animated GIFs to be used in Instagram stories. Each character in the play had its own unique style, so in capturing character shots, I was able to create unique GIFs of each. There were also catchphrases in the play (i.e. ‘BOOYAH’) that were chanted by the audience. After seeing the play, the audience could talk about the play on social media by using the branded GIFs.

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