The assignment for this project was to design a poster to promote a showing of the Shakespearean play "As You Like It" to a target audience different than that which would be expected. The play was modified to attract the attention of a younger crowd, from teens to young adults in the Windy City, as the contemporary production was to be featured in the famous Chicago Theatre.
In order to accomplish the task of getting the attention of those hard to reach teens and young adults, this solution exudes a confident and provocative stance that appeals to the personalities closely similar to those of the target audience. Conceptually, the poster alludes to the nature of the play, a story of a runaway prince and happenings of cross-dressing and confused love in a forest by shouting the sharp word, genderfuck (a modern term that means deliberately sending mixed messages about ones sex, particularly with clothing). The solution uses high contrast and a hot pink to boldly display the word, grabbing the attention of those passersby who were previously consumed by their gold iPhone 5 or steaming hot Starbucks latte. To further appeal to those to whom the solution attracts, there is not much copy to read, instead the text is direct and blunt. The attention is on the play and the information concerning its showing and how to get in.
Together we envisioned a bustling sidewalk just outside of the doors of the Chicago Theatre. There we saw young men and women on the daily trek to work in the shivering cold. A look into their lives showed that they were people of a new generation, those who are mostly progressively minded, often times proud and sometimes too bold. We saw the teenagers who are active in the cliche and expected rebellion. The assignment was to get their attention, no easy task indeed. In order to do so we appealed to their boldness and their pride. This poster is a talking point among those we targeted. Some are shocked and offended, some are scandalously drawn to it. Either way, the information is out and the people are curious. Start the play.