Note: In the end, none of the work was produced.
Proximity was asked by Soulpepper Theatre to develop creative revolving around specific plays over the course of the 2012 season. The budget was nonexistent, so the ideas had to be big yet simple.
One of the plays we had available was David Storey's "Home", featuring four people whose conversations jump all over the place in a rapid-fire fashion, from politics to family to the weather.
Over the course of the play, we realize that the protagonists are in fact in a mental institution. But, the relative normalcy of their conversation leaves the viewer unsure of what's more crazy by the end of play: the normal conversations that occurred inside an institution, or the crazy conversations that occur out in the "real world."
Based on that insight, we proposed creating a series of teaser posters revolving around the notion of "everyday crazy." A Twitter-based campaign would follow, with Soulpepper tweeting moments of "everyday crazy" and encouraging others to do the same to share their own everyday crazy moments.
Trent Thompson — Associate Creative Director
Stuart Thursby — Art Director
Heather Kinoshita — Copywriter
Carolina Gomez de la Torre — Copywriter
Owen Milburn — Copywriter