Spongebob Squarepants the Broadway Musical
About
Creating key art for a movie or Broadway show is essentially branding at its core. You must deeply understand the audience’s desires and needs; you must capture and successfully relay a core message through the feeling you’ll get by experiencing the product; you must create a visual language to be used by multiple people across countless mediums; you must create something compelling, memorable, and worth a second look; and you must, of course, create a logo.
We were approached by theater advertising agency SerinoCoyne to produce key art for the highly-anticipated Spongebob Squarepants Musical.
My Role
☁ Conceptualization and brainstorming
✒ Illustration
𝕴 Typography
❑ Graphic Design
Project Info
Studio: Passage
Creative Director: Paul Evan Jeffrey
Client: SerinoCoyne
Timeline: One week
The Outcome
Click to enlarge posters.
Process
Research inspirations.
The stakes are higher than ever in The Spongebob Musical, as SpongeBob and all of Bikini Bottom face the total annihilation of their undersea world. Chaos erupts. Lives hang in the balance. And just when all hope seems lost, a most unexpected hero rises up and takes center stage. The power of optimism really can save the world…
The team was not given access to a script or the music, but were told the set would be a hyperreality, comprised of found objects (aka ocean trash) with music written by the likes of Wayne Coyne of the Flaming Lips, David Bowie, Brian Eno, and a ton more. We were, needless to say, very excited to dive right in. Spongebob has always been a surreal reflection of popular culture, and by bringing it to the stage, we stood to have our own perceptions challenged through this ADD filled foray into hyperreality.
Keeping in mind the lead characters would not be costumed in giant suits but rather keep their humanoid form, we leaned into the realism, the rock and roll, and the monolith that is Spongebob himself.
Cue “2001: A Space Odyssey” music…
