Bringing Back Broadway Social Series, 2021
Lead actors interviewing the behind-the-scenes heroes who make live theater possible.
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When the pandemic allowed the world to cautiously reopen, American Express was eager to fill seats at the broadway shows they sponsor.
Our social team at Departures—an AmEx owned platform—saw an opportunity to use storytelling to inspire and encourage followers to buy tickets. -
Our team explored how we can use Departures’ core editorial strategy—to inspire with unexpected perspectives—as a central guide towards developing a strong concept for the series.
We landed on Unexpected Heroes: a look behind the curtain on some of broadway’s biggest shows. We took the spotlight off of the actor, and moved it onto a crew member: someone who may never step on the stage, but are essential making sure the show goes on.
It was our mission to feature a diverse set of broadway stars and backstage crew members.
The result was three videos that featured on Instagram and Twitter platforms. All videos were cross promoted on Departures, AmEx and subjects’ channels. -
ACD Joy Scull
Design Morgan McMullen
Copy Ally Betker, Anya Richkind
Director Theresa Wingert
Production FIONA
Strategy Sara Sabzehzar
Dear Evan Hansen
“There’s something about the instantaneous, real time process of playing, conducting and performing a show that keeps it exciting... specifically the song Waving Through a Window. It’s such a hard song to sing.”
— Ben Cohn, music director
When collaborating on the edit, we encouraged peeks of equipment and a dose of background noise into the mix to enhance the authenticity of the experience.
Tina Turner: The Musical
“Before Tina Turner, no one looked like her. No one sounded like her. She had this uncanny natural beauty. She was Black and beautiful. That’s what we want to accentuate.”
— Geo Brian Hennings, hair and makeup supervisor
All three videos were shot in one day with 45 minutes scheduled for each interview. Our team prepared prompts and questions to fuel to the conversations when necessary; however, in most instances, it required improvisation to ensure the banter felt engaging depending on how the natural conversations flowed.
Ain’t Too Proud
“I don’t know why people say ‘break a leg,’ because it sounds extremely dangerous… and not a good idea. ’Please be safe, and go to PT.’ That’s what [people] should say.”
— Molly Meg Legal, production stage manager
The title card design was inspired by playbills and vintage theater ephemera. It was important that each interview embodied its own spirit, unique to the subjects’ personalities. This card was the key visual thread between all videos to ensure continuity.
