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!
Title card featuring the Plastics. L-R: Aline Serra as Karen, Anna Akisue as Regina and Gigi Debei as Gretchen.
The art direction for the cross-media campaign was centered around sharp photography over simple pink backgrounds for easy recognition of the show and its characters by the general public, always featuring the tagline "Broadway's coolest musical!" ("O musical mais popular da Broadway!")
As with my previous work in Priscilla, I had a hand both in the creative process and production, working closer than ever with my creative manager and marketing head to develop materials for online, print and OOH campaigns.
Key visuals for two key campaign moments. Left: ticket sales opening. Right: show premiere.
Online media campaign running on pop culture website Omelete.
OOH campaign on a digital street clock.
For social media, having a highly engaged feed with a large, multi-generational audience of fans of both the film and the musical, there was more liberty to incorporate more of the visual universe that defines Mean Girls: '00s pop-punk style scrapbooking, as showcased in the original movie by 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 for the show's social media.
I also translated this visual universe to the onsite experience before the show, from the signage and photo-op at the foyer to the digital playbill.
Digital playbill.
"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.
Onsite scenography 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, production and extreme dedication, and one that I count as one of the most fulfilling projects I've ever tackled.