Rodgers & Hammerstein's Cinderella
Full original artwork and marketing creative direction for Rodgers and Hammerstein's classic enchanting musical.
Drury Lane Productions • 2023
Creative Direction • Art Direction • Brand Identity • Logo & Typography • Video & Motion Design
For Rodgers and Hammerstein's "Cinderella," I aimed to weave a creative campaign that breathed life into the timeless tale, highlighting its enchantment and beauty. Focusing on the classic elements that make the story beloved, the campaign was designed to captivate and charm, drawing audiences into Cinderella's magical world.
Artwork Development
The aim of this visual identity is to harmonize the nostalgia of a classic fairy tale with the sleek sophistication of modern theater. By suspending the iconic clock in a ghostly, atmospheric glow and rendering the title in luminescent glass, the artwork captures a sense of timeless urgency, inviting audiences into a world that feels both eternally enchanting and distinctly new.
To truly capture the production's heartbeat, the video strategy looked beyond the final polish to the process itself. Weaving together intimate behind-the-scenes moments with the sweeping grandeur of live performance, the footage reveals the human craft behind the fairy tale.
An Enchanting Classic
Brand Activation
Translating the visual identity into the physical realm required a rigorous application of the 'enchanted elegance' system. Whether on merchandise, signage, or printed collateral, the glowing neon elements and deep atmospheric tones were adapted to create a cohesive, high-end experience.
