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Proximity was asked by Soulpepper Theatre to develop creative revolving around specific plays over the course of the 2012 season. The budget was … Read More
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. The plays chosen were Long Day's Journey Into Night and You Can't Take It With You. NOTE: None of the work ended up being produced. Read Less
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Soulpepper Theatre – 2012 Season
Note: In the end, none of the work was produced.

THE ASK
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.

THE ANSWER
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.

CREATIVE TEAM
Trent Thompson — Associate Creative Director
Stuart Thursby — Art Director
Heather Kinoshita — Copywriter
Carolina Gomez de la Torre — Copywriter
Owen Milburn — Copywriter
Note: In the end, none of the work was produced.

THE ASK
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.

THE ANSWER
One of their performances was the ever-depressing "Long Day's Journey Into Night," detailing the dysfunction, addiction and emotional rollercoaster of a New England family over the course of 24 hours. Our answer was to twist typical notions and phrases around home and family life to reflect the dysfunction.

CREATIVE TEAM
Trent Thompson — Associate Creative Director
Jonathan Weiss — Senior Copywriter
Stuart Thursby — Art Director