For a company renowned for creating events centered around established intellectual properties, it was an exciting moment for Secret Cinema to develop its own story: Wishmas—a Christmas tale that places the power of a wish at the heart of the holiday spirit. This initiative also posed the unique challenge of marketing a completely new show.

Our goal was to craft key art that would ignite interest and curiosity while incorporating an element of mystery, encouraging audiences to explore further. The key art needed to connect directly to the narrative of the show while subtly hinting at what attendees could expect.

After gathering essential story beats from the creative team, I led the content team in developing concepts for the key art. The notion of transporting audiences from the real world into the enchanting realm of Wishmas emerged as a compelling concept, with a magical train serving as the narrative vehicle. A bauble-shaped train tunnel set against a snowy landscape visually represented this journey, with its various layers symbolizing different aspects of the experience. The resulting key art captured the magic of the show while maintaining enough intrigue to pique customer interest.

As the narrative continued to evolve, we launched a secondary campaign closer to the show’s opening, providing additional visual information. Collaborating with Feast Creative, we offered further hints and lore about the show through a refined, stylized version of the initial concept.