“Surf the Musical” Launches Marketing Campaign for Vegas ProductionWednesday, May 9th, 2012 by Erin Peters
“Surf the Musical” might be hitting the stage in Las Vegas this summer, but the ‘60s surfer love story has Coachella Valley roots.
Graphtek worked with the producer of “Surf the Musical,” a full-time valley resident, to create the original artwork and website for the highly-anticipated musical hitting the stage at Planet Hollywood in Las Vegas June 11, 2012. The producer worked with our agency previously and knew our creative resources and capabilities would create the perfect branding for the production.
Even more important for our client was the ability to be involved. By working with a local marketing agency, our client was able to have the hands-on interaction that one only gets by working with a local agency. His creativity wasn’t diluted by emails or Skype chats. Instead, he could come directly to our office to work with our creative team, going from concept to implementation without delay.
Because of our client’s accelerated schedule, we had to move very quickly to get “Surf the Musical” ready for its summer debut. The artwork for this project needed to span the generations to bridge the gap between ‘60s music and modern times. Not only did our artwork need to be multi-generational, but it would require the versatility to work in a variety of formats, ranging from video displays to traditional print.
While the project originally explored using royalty-free images and photography for marketing, we quickly realized that neither would be capable of setting the right tone for the project’s ‘60s surf vibe. It soon became clear that original illustrations would create the ideal face for “Surf the Musical.”
The illustration also needed to encapsulate the laid back vibe of California beaches in the ‘60s, and we needed an illustrator with just the right style to bring the concept to life. With Graphtek’s vast network of creative talent, we were able to quickly locate the perfect illustrator for the project.
As we worked to evolve the concept into an illustration well-matched for the show, Brooke was born. From her blonde hair and blue bikini to her red surfboard and quintessential tan, Brooke is the epitome of ‘60s surfer girl. The illustrated Brooke is now the face of “Surf the Musical” and adorns billboards, taxi cab toppers , video screens and printed materials.
As the face of SurfTheMusical.com, Brooke can also be seen on the Graphtek-designed site. Graphtek’s in-house creative team also drew inspiration from ‘60s surf culture to develop the logotype, which incorporates surf-style lettering and a chrome finish. With a solid website and versatile artwork in its marketing arsenal, “Surf the Musical” is ready to hit the Planet Hollywood stage on June 11th.
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