Returning 13 years after its first Brazilian production, Priscilla, Queen of the Desert (pt-br: Priscilla, A Rainha do Deserto) ran at Bradesco Theater, São Paulo, from June 7 to December 1 2024, in a non-replica version produced by IMM & EGG Entretenimento.
This project marked my first time working for a musical through its entire run, playing a role in nearly every facet of its communication.
Title card featuring protagonist Reynaldo Gianecchini as Tick Belrose in drag as Mitzi Mitosis.
Our general audience key visual and main campaign driver was a set of photos of the three protagonists in half makeup, suggesting the transition to drag. This was done with a cast-first approach in mind to ensure the actors would still be recognizable to all audiences, especially in OOH media pieces.
The tagline "The Broadway Musical" ("O Musical da Broadway") was also emphasized on the Brazilian logo, a necessity of the local market to avoid confusion in this era of film reboots and remakes.
Main campaign key visual.
Rounding out the key visual, the palette of pink highlights over blue glitter borrowed from the glitz and glam of drag in a subtle manner to keep the photography front and center, giving this new Brazilian production its own identity while still being reminiscent of and recognizable as the same show as the original Australian musical
This was also the core principle in secondary promotional pieces featuring the cast in full drag.
Promotional image featuring protagonist Diego Martins as Adam Whitely in drag as Felicia Jollygoodfellow over the title "Hot Stuff", one of Felicia's numbers in the show.
As the designer handling the day-to-day demands of the show's marketing, my role was to translate this visual language to designs across paid advertising campaigns, social media and onsite scenography and signage.
OOH campaign on static street clock.
Carousel, screen 1
Carousel, screen 2
Carousel, screen 3
Carousel, screen 4
Carousel, screen 5
Playlist style layout featuring the songs of the show.
Call to action post.
Take over template.
Final weeks.
Thanks for the accolades received at the 11th Bibi Ferreira Awards.
A selection of posts I designed for the show's social media.
The print deluxe playbill for the VIP Premiere was a particular favorite piece of mine. As a musical theater fan myself, I collect print playbills whenever they're available, so I put a lot of love into designing one I would've liked to keep if I encountered it elsewhere.
I also scaled it into a lite digital version that was available for the general public throughout the season.
VIP Premiere deluxe playbill.
Lite digital version.
Sponsors' photo backdrop with protagonists' cutouts.
Totem with accessiblity information inside the Bradesco Theater foyer.
Info totems inside the Bradesco Theater foyer. Left: QR code to access the digital playbill. Right: list of the day's cast.
Closeup on the digital playbill totem.
Billing panel at the foyer's entrance.
Advertisement at Bourbon Shopping, where Bradesco Theater is located.
Onsite scenography pieces.
And on one final personal note: as a queer person myself, it was a joy and a privilege to work on a musical that tells a heartfelt story of queer friendship and family while celebrating such an unique, invaluable pillar of our community as drag culture. It's one of the projects I'm proudest to have been a part of.