Promotional Campaign for The Crucible
– Indiana Repertory Theatre
CHALLENGE:
With no production imagery or design concepts yet available, the marketing team needed to promote The Crucible ahead of its opening and produce materials like the program book—without guidance or visual assets from the artistic team. The challenge was to spark interest, capture the play’s emotional intensity, and appeal to new audiences—particularly those unfamiliar with classic theatre—while avoiding any specific interpretation that might conflict with the final direction of the production.
SOLUTION:
I led the creative direction and developed both visuals and copy for the campaign. Working solely with cast headshots, I selected a particularly striking photo of the lead actress and transformed it into the campaign’s central image. I layered red tones and a stark forest backdrop to evoke the story’s core themes: fear, accusation, and paranoia.
To connect with contemporary audiences, I included a cultural nod to the then-popular TV series American Horror Story, branding the production as “a real American horror story.” This strategic framing positioned The Crucible as both relevant and resonant, helping bridge the gap between classic literature and modern pop culture. The campaign was deployed across marquee signage, print, and digital platforms, contributing to a strong box office and increased engagement from new audiences.
Benjamin Snyder 