Independent
THERAPY: A Musical Comedy
The brief: Create a gripping social media campaign for an independent, original musical making its debut at the 2024 Dunedin Fringe Festival.
The voice for this campaign was satirical, sarcastic but also authentically caring. The audience was primarily those in the 18 – 45 age groups however it gained the attention of those who work in the mental health industry who made up 20% of ticket sales. The show sold out a week prior to opening.
I created mock-film posters to grab the attention of a new audience. This was balanced with images from the show with quotes from previous audience members.
Artwork: Sophie Blokker
Graphic design: Chelsea McRae and Mario Sadra-de Jong
Taieri Musical
Chicago: The Musical
The brief: create a Vaudeville themed campaign, steering away from the 1997 Broadway Revival and leaning into the show’s roots.
We set the cast the task of creating their dream vaudeville act and then brought it to life a photoshoot. These images were rolled out over the weeks leading up to the show – announcing each cast member and their vaudeville backstory.
Interactive quizzes across Instagram and Facebook were also rolled out with fun facts about vaudeville and the 1920s theatre scene.
These posters were then displayed around the venue for patrons to look at before seeing the show and doubled as headshots for the programme.
Photography: Joanna Livingston
University of Otago
Get Cooking Otago
The brief: prepare content to keep students engaged with the University and looking after themselves in future lockdowns.
Taking into consideration student budgets and University resources, we crafted a series of vides called Get Cooking Otago. Nutrition students submitted their go-to cheap, healthy meal ideas, our social team went shopping and calculated the cost, and then we filmed a cooking tutorial starring the original student chef themselves.
We rolled these out over six weeks and even staff joined in the cooking.
New Zealand Police
Safer Nights
The brief: waste water results were showing an increased use of illegal substances which tied in with student festivities. The task was set to create content which would inform students on staying safe.
In order to reach our audience we engaged with them in-person during exam time and orientation weeks. This initiative was called Safer Nights and included Red Frogs, Southern DHB and Dunedin City Council among others.
From this we had good news stories to share on social media – we were able to gauge what the misinformation was from in-person conversations and mythbust this on our pages. From the pamphlets students were most likely to take away, we took key information and created interactive quizzes on social media.
The initiative now runs around the South Island at Universities and Polytechnics, particularly around festive seasons.
New Zealand Police
Road safety campaign
The brief: audiences have become desensitised to messages on road safety. Create posts which will engage audiences in road safety messages.
We took real stories, interactive quizzes and statistics to make key messages personal and impactful. We invited our audience to join the conversation. They sure did.
Chelsea Gaiger 