New York Gilbert & Sullivan Players

Problem: 
Change perception from old and unrelatable to fun and relevant (as Shakespeare is the foundation of the modern play then Gilbert & Sullivan is certainly the foundation for modern musical theater). The print challenge was to work within the confines of existing photography.

Solution :  
The branding was given a total overhaul. Fun modernized representations of vintage fonts were coupled with a bright and cheerful color palette. Photos were cleaned up and silhouetted for a more contemporary feel.

Since the show also toured around the globe, it was important that the TV spots communicated NYGASP was a New York production with a New York cast.

We took the footage out of the typical b-roll and shot the cast interacting with the local New Yorkers. This gave the show a fresh new feel, capitalized on the humor and celebrated the productions New York heritage

RESULT: 
There was a significant increase in ticket sales and a younger audience was attracted
TV spots both won Addy awards