The brief
Promoting the restaged play, Walden, and the accompanying visual art exhibition by Harvey Dimond at the Fruitmarket in Edinburgh.

My role
Collaborating closely with the Fruitmarket graphic designer, their Communications Manager, the director of the play, and the visual artist, I developed a visually cohesive campaign.

The digital strategy began by commissioning the director to write a blog post about restaging the piece. An artistic assistant filmed and photographed behind the scenes content which helped to build audience excitement.

With two weeks to go before the performances, ticket sales were low, so a short trailer was created for social. Copy was changed to reinforce that this was an opportunity to see a critically acclaimed play, with a short run.

The result
The campaign resonated with the audience and ultimately led to five sold-out performances a week before the run started.