Hamilton Fringe was ready to ditch the “corporate cosplay” they had been advised to take. They wanted to recapture the rebellious spirit of Fringe Festivals and celebrate the spirit of its city while highlighting the marginalized voices represented in their programming.

Part of the problem is that non-theatre kids think community theatre isn’t “cool” or for the elderly, so we wanted a creative vision that was relatable for locals with the goal of “keeping Hamilton weird.” We launched a series of locally-targeted awareness ads built around inside jokes that only people in Hamilton would understand to bring their digital campaign to life online. We also donated pro-bono support and services, including leveraging our in-house photo/video talent and freelance photographer network to provide event coverage and develop a bank of photo and video b-roll assets for the festival to leverage in creative collateral and future marketing materials.