Auckland Theatre Company Design & Branding BLACK CONFETTI by Saatchi & Saatchi New Zealand

BLACK CONFETTI

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Industry Cinemas, Theatres & Concert Halls
Media Design & Branding
Market New Zealand
Agency Saatchi & Saatchi New Zealand
Creative Director Blake Enting
Designer Cassidy Van Dyk
Photographer Guy Coombes
Released November 2011

Credits & Description

Category: Posters
Advertiser: AUCKLAND THEATRE COMPANY
Product/Service: THEATRE
Agency: SAATCHI DESIGN WORLDWIDE
Creative Director: Blake Enting (Saatchi&Saatchi Design Worldwide)
Designer: Cassidy Van Dyk (Saatchi&Saatchi Design Worldwide)
Photographer: Guy Coombes (Guy Coombes)
Media placement: Poster - Put Up In Public Spaces Throughout Auckland - 01 November 2011

Describe the brief from the client
Create an iconic single image and title treatment that captures the emotion of the play, hints at story cues (without giving away the punch line) and cuts through the clutter of low-grade theatre collateral in themarket to attract and inspire new audiences.

Describe the challenges and key objectives
The challenge was to create a single image for this play by an unknown playwright, one that would be engaging enough to attract youth audiences without the need for any famous actors (the faces of famous actors sell tickets without even trying).

Describe how you arrived at the final design
In a play rich with symbolism and full of metaphor, the key way to identify the single most compelling visual hook. One that would capture the emotion of the play as per brief. The solution was in portraying the main character's slow fall, through the use of the drug Black Confetti, into his own subconscious.

Give some indication of how successful the outcome was in the market

The poster, launched as part of the Auckland Theatre Company's 2012 Season subscription brochure, has generated strong sales. The pre-showing of the play has received rave reviews, with the main season having not yet begun.