For Trollwood’s 2025 mainstage musical production of Mamma Mia!, I served as the creative lead for our marketing campaign and produced the poster and digital painting used across all promotional materials.
Theme
This poster transports you to a serene, sun-drenched escape in the Greek islands. Set against a backdrop of vibrant blue sky and the Aegean Sea, the logo stands out above a stylized, hand-painted shoreline on Crete. This tranquil scene, free of people, features classic domed structures, winding staircases, stucco walls, and beach chairs, with a single sailboat off the shore. The entire poster is designed to be a layered, multi-sensory experience, capturing the feel of a peaceful summer day.
Role
I served as the lead creative on this multi-faceted promotional campaign and completed the following tasks:
- Gathered and compiled show information
- Wrote, edited, and proofed copy
- Brainstormed the concept through conversations with the show’s Artistic Director
- Directed and executed the creation of all marketing materials including posters, brochures, flyers, t-shirts, playbills, sales booklets, websites, social media posts, and traditional print and digital advertising
- Production of illustrations, layout, typesetting, fonts & colors that made up the visual identity of the campaign
- Incorporated required legalese from the show’s licensing agreement
- Coordinated printing, distribution, and placement of final materials and advertisements
Poster
Digital Billboard
Audience
- The general public of Fargo, Moorhead, West Fargo, Dilworth, and surrounding areas
- Student participant families, parents, guardians, siblings, grandparents, extended relations
- Show production team
Table Tents
Budget
Approximately $5000 budget for printing, advertising, and media placements.
Evaluation and Effectiveness
All materials were well received, evoked the mood of the show, and resulted in the sale of approximately 10,500 tickets grossing around $250,000.
Flyer
Playbill
