Wicked
Promotional Campaign
For Wicked and Wicked for Good, I art-directed the key art graphics and brand elements to immerse audiences in the film’s world long before release. My approach centered on translating the story’s themes- friendship, power, and transformation- into compelling visual language through color, composition, and atmosphere. I developed refined character-driven graphics, motion elements, and environmental textures that extended the film’s narrative and helped shape its brand presence across platforms.
PROJECT TYPE:
Showcase
SERVICE:
Branding | Campaign | Brand Strategy | Motion | Visual Identity | Key Art
CLIENT:
Universal Pictures
ROLE:
Lead | Creative Director | Designer
Unifying talents in a cross-company cinematic epic with creativity, technology, and heart.
Partnering with marketing strategists, producers, and creative leads, I built a visual system that balanced cinematic polish with expressive storytelling. From typographic direction to character-led compositions and promotional adaptations, the creative delivered a unified, high-impact toolkit used throughout the film’s broader marketing campaign.
Bringing WICKED to the big screen meant honoring the legacy of the b’s legacy while reintroducing it to a new generation in a bold, cinematic way. Our strategy was multifaceted and deeply collaborative, leveraging Comcast NBCUniversal's internal power alongside best-in-class global brand alliances. This campaign reached fans across every imaginable touchpoint, immersing them in the world of WICKED. From lifestyle and beauty to tech, travel, and retail, the campaign was omnipresent and part of the cultural zeitgeist. With brand partnerships including Starbucks, Target, OPI, R.E.M., Google, Hilton, Lexus, Pernod Ricard, Xfinity/SKY, and the Olympics, among many others, WICKED became THE can’t-miss event of the holiday season.