Grease: The Live Experience Launch Campaign & Show Graphics
Secret Cinema
The Brief
Objective:
Insight
To lead the 2D creative direction across marketing and show graphics for Secret Cinema presents Grease: The Live Experience, helping translate one of the most recognisable screen worlds in musical cinema into both a campaign and a live immersive environment.
The challenge was to make Grease feel instantly familiar while still giving audiences a reason to participate. The marketing needed to make the immersive format clear and desirable for a regional audience, while the in-world graphics needed to support story, setting, guest behaviour and Paramount approvals across digital, scenic, operational and guest-facing touchpoints.
Grease does not need to be explained. It needs to be inhabited. The opportunity was to treat Rydell High as both a promise and a place: something audiences could imagine becoming part of before they bought a ticket, then physically step into through rules, rituals, signage, social codes and tiny details that made the world feel already alive.
I led the overall 2D direction across Grease marketing and show graphics, shaping the campaign strategy, three-character key art approach, content direction and approval documents before leading the in-world graphic system for the live experience. My role spanned detailed film study, period research, Paramount asset references, project management, cross-team collaboration with creative, production, operations, props, costume and show teams, and hands-on design across the pre-show website UI, entrance mural, carnival signage, online merch shop pages, San Miguel and Jack Daniel’s signage, food truck headers and operational wayfinding system. The wider graphics team supported campaign and show graphic execution under my direction.
Head of 2D Design - André Harris, Jr.
Director of Content - Sabrina Goreeba
Designer - James Land
Designer - Natasha Thomas
Executive Producer - Marah Stafford
Associate Creative Director - Rachel Ridge
Production Art Designer - Mika Hadley
Production Design Director - Tim McQuillen-Wright
Creative Apparel and Merchandise - Becky Bevan, Alex Hart
Partnerships Manager: Phoebe Owen
Photography - Luke Dyson, Connor Baker
TM & © 2023 Paramount Pictures. All Rights Reserved.
Role & Credits
Grease: The Live Experience Launch Campaign & Show Graphics
Secret Cinema
Grease does not need to be explained. It needs to be inhabited. The opportunity was to treat Rydell High as both a promise and a place: something audiences could imagine becoming part of before they bought a ticket, then physically step into through rules, rituals, signage, social codes and tiny details that made the world feel already alive.
Live it. Own it. Be it. Love it.
André Harris, Jr. // AH Design, Intl. 2024
Live it. Own it. Be it. Love it.
André Harris, Jr. Creative | AH Design, Intl. 2026
Grease does not need to be explained. It needs to be inhabited. The opportunity was to treat Rydell High as both a promise and a place: something audiences could imagine becoming part of before they bought a ticket, then physically step into through rules, rituals, signage, social codes and tiny details that made the world feel already alive.
Grease: The Live Experience Launch Campaign & Show Graphics
Secret Cinema
The Brief:
To lead the 2D creative direction across marketing and show graphics for Secret Cinema presents Grease: The Live Experience, helping translate one of the most recognisable screen worlds in musical cinema into both a campaign and a live immersive environment.
The challenge was to make Grease feel instantly familiar while still giving audiences a reason to participate. The marketing needed to make the immersive format clear and desirable for a regional audience, while the in-world graphics needed to support story, setting, guest behaviour and Paramount approvals across digital, scenic, operational and guest-facing touchpoints.
Insight:
Grease does not need to be explained. It needs to be inhabited. The opportunity was to treat Rydell High as both a promise and a place: something audiences could imagine becoming part of before they bought a ticket, then physically step into through rules, rituals, signage, social codes and tiny details that made the world feel already alive.
Role & Credits:
I led the overall 2D direction across Grease marketing and show graphics, shaping the campaign strategy, three-character key art approach, content direction and approval documents before leading the in-world graphic system for the live experience. My role spanned detailed film study, period research, Paramount asset references, project management, cross-team collaboration with creative, production, operations, props, costume and show teams, and hands-on design across the pre-show website UI, entrance mural, carnival signage, online merch shop pages, San Miguel and Jack Daniel’s signage, food truck headers and operational wayfinding system. The wider graphics team supported campaign and show graphic execution under my direction.
Head of 2D Design - André Harris, Jr.
Director of Content - Sabrina Goreeba
Designer - James Land
Designer - Natasha Thomas
Executive Producer - Marah Stafford
Associate Creative Director - Rachel Ridge
Production Art Designer - Mika Hadley
Production Design Director - Tim McQuillen-Wright
Creative Apparel and Merchandise - Becky Bevan, Alex Hart
Partnerships Manager: Phoebe Owen
Photography - Luke Dyson, Connor Baker
TM & © 2023 Paramount Pictures. All Rights Reserved.