A theatre production meets film marketing

In 2012 I was approached by a small theatre company to help market a unique play called Camp Schecky, which takes place entirely on a real moving school bus. The audience is given a time to meet in a local parking lot, the bus pulls up, everyone would climb on board, and off everyone went to a fictitious (and hilariously disorganized) summer camp, accompanied by the camp's colourful cast of councillors.

Schecky was a great show, but standing out in the crowded (and largely unqualified) Fringe theatre festival is challenging without the draw of celebrity actors.

I decided early that the marketing and the show should be the same thing.

I decided early that the marketing and the show should be the same thing. I designed a grass roots campaign that took advantage of the cast's talent for comedy and improvisation, and leveraged their large social networks of fans and friends.

Using humour, a variety of summer camp tropes, and a vintage colour palette, I produced a short social media video, a series of photographs, and a printed postcard (complete with stamp box and address line) that was handbilled at Fringe lineups. All of the marketing material was a hit, and Camp Schecky sold out their entire run.