During my time at AKA, I worked as a Creative Director of Social Media. I was working on multiple social accounts of Broadway shows and pitches. My role included overseeing a team of Social Media Managers and Community Managers, creating strategies behind the social creative, working closely with the design and editing teams to create content that showed the soul of the shows and maintained visual consistency.
Below are some of my favorite projects, many of which became the most viral in terms of engagement, and others reimagined what a Broadway social account could really do.
Stranger Things: The First Shadow is a Broadway play that shows the life of Hawkins in 1959, which is the backstory of Stranger Things, the Netflix show.
In this viral post, I wanted to convey that the Broadway play and the Neflix show are connected. This resonated with the fans online and got the fans watching Season 5 which was streaming at the time, excited to see what the Broadway show may hold.
When I just started, the main problem was that many people thought Stranger Things: The First Shadow was a musical, I decided to change that narrative in a video which became the first viral video on TikTok of the account.
For Waiting For Godot, as a Creative Director of Social, I created a social strategy where our content will show different interpretations of “waiting”. This broke out of the typical norm for Broadway shows.
There was a big commercial shoot for Ragtime. I was in charge of the BTS social shoot, where I instructed the videographer, as well as capture backstage content myself. I then proceeded to give the editor the notes on how this should be edited and the result was one of the most successful videos at the time on the Lincoln Center Theater account.
There were a lot of UGC of the walk-around which would happen during act 2 of Sunset Blvd., instead of just reposting the videos the fans took, I decided to take a different approach and reframe it in a storytelling way. I worked closely with the editing and design departments to make sure the video is as stylish as the musical itself, while made completely out of UGC found online. The result? The video gathered the most engagement out of any post on the account prior.
For shows like & Juliet, it was important to keep up with pop culture and tie it back to the brand. That is exactly what has been done to draw a parallel between Hamnet and & Juliet and the post was able to resonate with the followers in an authentic way.
To celebrate International Dance Day in an authentic way to & Juliet, I directed the team to create a video of the most viral dance videos of the account, and it became a viral video:
Magic happens backstage at Broadway shows, this video demonstrates it. It also went on to become the most viral video in any theater social media history on YouTube Shorts.
There was a front of house installation for Buena Vista Social Club, which was a great opportunity to make people excited about the show before previews even begin. This was the post with the most engagement, sparking conversation early on.
Buena Vista Social Club had a cast recording coming out. There was a vinyl player in the office. I decided to play it and make a video out of that. This was very well received online and had a very positive sentiment, and amazing engagement.