Concept design and art direction
Recreating the magic of Amélie
Client: Turku City Theatre
Proejct: Amélie (the musical)
Year: 2019
Key art and art direction for a Finnish staging of the musical Amélie (based on the feature film of the same name). The project included both a poster image and a teaser video for a national ad campaign in the largest newspaper in Finland.
The way Amélie's mind works is wonderous. Her imagination brings a whole new world to life.
We centered the campaign around the power of imagination, promising to transport audiences on a make-believe trip to Paris. Visuals used the familiar color palette of the original film, showing Amélie’s powerful imagination in action: she watches as a goldfish floats out of its bowl ready to explore the city. The imagery invites the audience to join this whimsical journey.
The main tagline became ‘Supervoimana mielikuvitus’ (‘Her superpower? Imagination.’).
The campaign fulfilled the goal of 50% of tickets sold before the premiere, and resulted in 93% of tickets sold by the end of the first season run.
CREDITS
Direction: Reija Wäre
Art Direction, Key art, Video Editing and Graphic Design: Marita Koivisto
Photography and filming: Otto-Ville Väätäinen
Costume design: Erika Turunen
Hair and makeup: Minna Pilvinen
Sound design: Jussi Vahvaselkä
Actress: Marketta Tikkanen
