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 show produced by IMM & EGG Entretenimento.
I joined this project in a moment of transition within the IMM team that saw me handing over my other responsibilities to take over musicals full time, working for Priscilla through its entire run.
Title card featuring protagonist Reynaldo Gianecchini as Tick Belrose in drag as Mitzi Mitosis.
Our main general public key visual and 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 was a palette of pink in the foreground with blue glitter in the background, borrowing 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.
OOH campaign on static street clock.
As the designer handling the day-to-day demands of the show's marketing, my main role was to adapat and scale this visual language to designs across paid advertising campaigns, social media and onsite scenography and signage, always striving to preserve the show's identity and execute the creative vision of the communication.
VIP premiere deluxe playbill. A lite digital version was distributed to the general public during the show's run.
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.
Onsite scenography pieces.
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 a unique, invaluable pillar of our culture.