Taking place in the early 1960's, Hairspray does a tremendous job in transporting us to a simpler and much more innocent time. It tells the story of teenage love while also being able to tackle difficult subject matter that is all too relevant to today's America. It artfully strives to bring about change, foster inclusion and offer hope in taking a stand for what is right.
All of that is accomplished under the fun and colorful veneer of the 1960's. From the beginning, we set out to showcase the bright, energetic colors as well as the sparkles and glitter that immediately set the tone for the show. We aimed to communicate the brightest points of the era while keeping it relevant to today.
Branding Direction, Art Direction, Concept Development, & Design: Grant Okita
Director of Photography (Multiple Shoots): Peter Selesnick, David Waterston, Chuck Ozeas, James Belkin
Director of Production: Kari St. Clair
Design, 2D & 3D Animation, & Compositing: Ryan Levitus
Design & Animation: Seungmin Roh
2D Animation: Todd LeValley
2D Animation: Gary Reisman
When we began referencing the 1960's, the use of bright colors and sparkles immediately jumped out at us. The color palette and textures evoked a carefree and idyllic view of the cultural zeitgeist. The namesake hairspray naturally took on a magical, dreamy feel when we portrayed it with the glittery sparkles. Combined with the wonderfully, catchy music and the story arcs of teenage love and youthful, self awakening, we set out to create imagery that conveyed a positive, fun and energetic event.
Initial Concept Development
OOH Marketing - WTC/Fulton, Marriott, Sony
Design & Animation
With nearly 100 screens that worked in synchronized fashion to share the brand message.
Countdown To Hairspray Live! - Show Package