Immortal Variables
Campaign Visual Direction
Overview
A full campaign visual system developed for a collaboration between Nine Years Theatre and Hsing Legend Youth Theatre, the youth wing of Contemporary Legend Theatre.
The project covered creative direction, art direction, design, photography, and title calligraphy, alongside the planning of a staged campaign rollout across multiple markets.
The Challenge
To create a cohesive and distinctive campaign across two production teams, with cast members photographed in different locations.
The visual system needed to remain consistent despite separate shoots, while appealing to audiences across different cultural contexts.
Approach
The campaign was structured in phases to build engagement and recognition:
- Teaser Phase
A calligraphy-led title reveal introducing the production - Character Series
Eight character visuals to highlight individual performers and engage their respective audiences - Key Visual
A unified image featuring the full cast, anchoring the campaign with clarity and impact
A clear art direction system was established and communicated through detailed visual decks and remote direction sessions, ensuring consistency across all imagery.
Concept
The visual language draws from themes of modernity, dynamism, and cultural influence, reflecting the narrative of the production.
Through controlled use of colour, composition, and gesture, the campaign balances contemporary energy with cultural nuance, creating a system designed to resonate across different audiences.
Execution
The project was executed end-to-end, with creative oversight maintained across locations:
- Creative direction and campaign strategy
- Art direction and visual system development
- Photography direction across multiple locations
- Title calligraphy and custom calligraphic phrases integrated into the design
- Design adaptation across campaign formats
The visuals were deployed across social media, editorial platforms, and promotional materials in both Singapore and Taiwan.
Outcome
The campaign achieved strong visibility and engagement across both markets:
- Successful ticket sales in both cities
- Positive reception across media and promotional platforms
- A cohesive visual identity maintained across all campaign stages and locations
Like what you see? If you have a project that needs this level of creative thinking and execution — let’s talk.