Campaign & Art Direction
Silver — Design Communication
Silver — Photography
Silver — Colour
Silo Theatre’s 2020 season consisted of four somewhat disparate plays, so we developed a campaign with a very strong visual aesthetic to tie them together. In addition, as part of Silo's new strategy to get more bums on seats, they wanted the campaign to be fun, accessible, and appeal to a wider audience.
In order to evoke the idea of being in the spotlight we projected graphic representations of each play onto our performers and photographed them. All images were shot in-studio with very limited retouching/post work.
We delved deep into the plot and themes for each play before finalising a set of graphic symbols and motifs to represent each one. The Writer explores themes of female oppression within the patriarchal world of theatre, Every Brilliant Thing is played by a single actor in a spotlight, UPU is a performance of spoken poetry with strong Pacific ties, while Break Bread, is a playful, interactive, and feel-good celebration.
We chose a very bold two-colour combination to help express mood and tone; orange and blue, embodying both optimism and melancholy respectively.
The campaign was a huge success, tying the season together in a striking and memorable manner, and helping Silo to sell a record number of pre-season tickets.