client: Ordway role: design and concept under creative director, co-direction on photo shoot with producing artistic director, and concept and art direction of broadcast execution challenge: West Side Story was an original Ordway production, needing a recognizable spin on a historical favorite. 3 concepts reflected diversity and fresh looks: one—reflective of casting diversity and story highlighting diversity and that "love overcomes," two—a graphic, letterpress-effect trio of posters with musical catch phrase "Snap. snap. snap.," and three—a b/w photo shoot featuring a graphic, WSS vintage-inspired color blocks bringing attention to the fire escape that is usually a key art component. results: this chosen direction gave us an opportunity to use the backdrop until casting was ready for integration of the photo shoot. I pitched and executed the concept to shoot at a high-frame rate to create a stop-motion commercial utilizing photos from the print campaign under budget and exceeding expectations from both the Producing Artistic Director and VP of Marketing—aligning with record breaking sales. The commercial execution included photo and voice-over selections, editing direction, end-frame design and approval.

​

ART DIRECTION / DESIGN / BROADCAST