From March 13 to June 29 2025, IMM & EGG Entretenimento ran a successful, critically acclaimed non-replica production of the Mean Girls musical (pt-br: Meninas Malvadas - O Musical) at Santander Theater, in São Paulo.
It's one of my favorite musicals ever, and it was a true honor to be able to design for it and help shape its visual language and communication in Brazil.
Title card featuring the Plastics. L-R: Aline Serra as Karen, Anna Akisue as Regina and Gigi Debei as Gretchen.
The cross-media campaign was centered around beautiful photography over simple pink backgrounds for easy recognition of the show and cast 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, my role was to ensure the consistency and legibility of this communication across all our touchpoints with our target audience in online, print and OOH campaigns.
For this project, I worked closer than ever before with my creative manager and our marketing head to ensure the fulfillment of the vision for how this show's communication should look and feel.
Key visuals for two key campaign moments. Left: ticket sales opening. Right: show premiere.
OOH campaign on a digital street clock.
The principle of consistency, of course, also applies to our social media, for which I developed a great many posts. However, having a highly engaged feed with a large young 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: 2000s pop-punk (think The Best Damn Thing era Avril Lavigne) and scrapbooking, as famously showcased by the iconic Burn Book.
Here, the challenge— and the fun!— was to develop a palette of assets that could stand on their own while still connecting with the main sales campaign and complementing it when needed.
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, maintaining the cohesion between digital and print layouts.
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 work of both creativity and production that, though demanding to the max, I count as one of the most fulfilling projects I've ever tackled.