While at Secret Cinema, I developed marketing creative for Grease: The Live Experience, supporting the brand’s expansion into Birmingham with a campaign designed to make the immersive format clear, exciting and easy to understand. With many potential customers less familiar with Secret Cinema, the opportunity was to use the cultural familiarity of Grease as a bridge, creating key art that sparked instant recognition while helping audiences imagine what it would feel like to step inside the world of Rydell High.

The creative strategy followed a three-stage customer journey to conversion: a content-led “guess the film” digital tease, a formal announcement supported by outdoor and digital campaign activity, and a promotional sales push celebrating the film’s 45th anniversary. The logo lockup used the iconic Grease identity as an anchor, while a series of key art variants asked: “Who will you be when you return to Rydell High?” Featuring a greaser, a Pink Lady and a Rydell High varsity athlete facing toward the graduation fair scene, the visuals invited audiences to imagine their own role within the experience.

Across key art, digital assets, outdoor campaign creative, anniversary promotion and influencer collateral, the project translated a beloved film world into a clear and participatory event proposition. The final creative helped introduce Secret Cinema’s immersive offer to a new market, building anticipation through nostalgia, character and the promise of becoming part of the story.