The Brief
 
Harry Potter and The Cursed Child is an original new story from J.K. Rowling, Jack Thorne and John Tiffany, being brought to the West End stage in Summer 2016 by some of the UK’s most innovative and prestigious theatre-makers. The play is set to be an iconic event in the history of Harry Potter. Not only does it provide an entertaining and emotional new story (with the same power and resonance a new book would have) but also it is the first time Harry Potter has entered the medium of theatre. The objective was to create an iconic piece of artwork that fits into the history of Harry Potter and yet is distinct and highly original for fans and the wider theatre audience, which will be used across all promotional and marketing activity. The artwork needed to embody themes of the play, including abandonment, the archetypal story of a child lost in the world trying to find their way, fathers and sons and the power of love, family and friendship.  

The Creative Idea

We believed the artwork should be original, symbolic and unexpected to resonate with Potter fans without relying on the distinctive recognisable elements of the Harry Potter world – no jagged lightning bolts, glasses or broomsticks.

The photographic image of the ‘cursed child’ in the nest metaphorically reflects the themes of loss and abandonment, and the contrasting illustrative style of the wings adds a sense of magic and adventure, whilst giving the poster a powerful ‘Potteresque’ feel, reminiscent of the iconic golden snitch. 

Evidence of the Project’s Success

Ticket sales for the production’s initial 4 month 2016 run almost completely sold out before going on general sale, resulting in booking extending until 2017.