Disney's The Little Mermaid
Full original artwork and marketing creative direction for Disney's The Little Mermaid musical.
Drury Lane Productions • 2024-2025
Creative Direction • Art Direction • Brand Identity • Logo & Typography • Video & Motion Design
A comprehensive marketing campaign that captured the magical underwater world of this beloved Disney classic. The creative direction balanced theatrical drama with family-friendly appeal, featuring dynamic production photography, sophisticated advertising designs, and cohesive branding across all promotional materials. The campaign successfully positioned the show as a must-see theatrical experience for audiences of all ages.
Artwork Development
The artwork for The Little Mermaid captured the delicate balance between two worlds: the mysterious depths of the ocean and the enchanting world above. These visuals embodied Ariel's sense of wonder and longing, featuring ethereal underwater scenes that spark curiosity and imagination.
To bring this vision to life, I directed a comprehensive photoshoot on the production’s actual set. This allowed me to capture the authentic lighting and scale of the scenic design. I then transformed these raw images into a suite of stunning promotional artwork. The final visuals merge the reality of the stage with the magic of the brand to immerse audiences in the story instantly.
Integrated Brand System
To market this production, I developed a visual library that was as vibrant as the show itself. I directed a comprehensive promotional shoot on stage to capture stunning, high-stakes imagery. These photos served as the foundation for the campaign. I evolved them into dynamic media elements to ensure the brand felt cohesive and energetic across every channel.
Viral Engagement
To drive digital engagement, I produced content that tapped into modern social trends. The 'Get Ready With Me' video featuring Ursula provided a witty, character-driven look at her transformation. I paired this with a feature on the Chicago Puppet Studio to showcase the meticulous handcrafting of the show’s creatures. This mix of humor and artistry created a well-rounded social presence.
A Smash Hit
To leverage the production’s critical success, I created a dynamic content suite that screamed excitement. I layered bold, vibrant typography over the most striking images from the stage to create a cohesive look. This visual integration transformed standard review quotes into exciting creative assets for social media, print advertising, and email campaigns.
