From March 13 to June 29 2025, IMM & EGG Entretenimento ran a successful, critically acclaimed non-replica production of the Mean Girls (pt-br: Meninas Malvadas) musical at Santander Theater, in São Paulo.
It's one of my favorite musicals ever, with songs that I love dearly. To be able to design for it and help shape the visuals and communication of its first licensed production in Brazil... in the wise words of Gretchen Wieners: it was so fetch!
The art direction for the paid media campaign followed a minimalist style for easier recognition of the show and its characters by the general public, presenting vibrant photos of the protagonists over a pink background with the tagline "Broadway's coolest musical!" in reference to the movie.
As with my previous work in Priscilla, I had a hand in the entire project, always working closely with my manager and marketing head to develop materials for online, print and OOH campaigns.
Key visuals for two major campaign moments. Left: ticket sales opening. Right: show premiere.
Campanha de mídia online rodando no site de cultura pop Omelete. / Online media campaign running on pop culture website Omelete.
OOH campaign on a digital street clock.
For social media, on the other hand, the focus was a multi-generational, highly engaged audience: the fans of the movie and the show. This allowed us a greater liberty to incorporate more elementos of the movie's visual universe, best represented by the 00's pop-punk scrapbooking synthesized in the Burn Book.
Here, the challenge— and the fun!— was to develop and apply a palette of assets that could stand on their own while still connecting with the main sales campaign and complementing it when needed.
Carousel, screen 1
Carousel, screen 2
Carousel, screen 3
Carousel, screen 4
Carousel, screen 5
Carousel, screen 6
"1 month to go!" warm up featuring.
Crossover with telenovela "Beleza Fatal".
Take over template.
World Theater Day.
Announcement of an autograph session.
On the occasion of the premiere of "Vale Tudo", 2025 remake of a popular Brazilian telenovela from 1995.
A selection of posts I designed and/or animated for the show's social media.
I was also responsible for translating this visual universe to the onsite experience before the show, from the signage and photo-op at the foyer to the digital playbill.
Playbill digital. / Digital playbill.
Photo opportunity "Livro do Arraso" dentro do foyer do Teatro Santander. / "Burn Book" photo opportunity inside the Santander Theater foyer.
Panel outside Santander Theater facing the Marginal Pinheiros Expressway. (front view)
Panel outside Santander Theater facing the Marginal Pinheiros Expressway. (side view)
Billing panel inside the Santander Theater foyer.
Behind view of the "Burn Book" photo opportunity.
Info totem for the audience to access the digital playbill via QR code.
Info totem featuring the day's cast.
Peças de cenografia e sinalização do teatro. / Onsite scenography and signage pieces.
With all deliverables combined, from the show's first announcement to its wrap up, Mean Girls was a big, year long project of creativity and extreme dedication, and I consider it one of the most gratifying I've ever worked on.