ROLE – ECD | Head of Creative Strategy 

GOAL – Premiere tick, tick…BOOM! with the Broadway glory Jonathan Larsen never received.

To release their new film Tick, Tick... Boom! Netflix needed to connect musical enthusiasts, cinephiles, and Broadway legends to celebrate the life of Jonathan Larsen and his posthumous impact on Broadway. So we put his life story where it belongs, the Broadway stage. We created a dynamic 360° creative strategy that tapped into the film's musical elements and current theater culture insights to support the NYC Premiere for a new age of Broadway fans. Award-winning, first-time film director Lin Manuel Miranda hosted an on-stage screening of the film for members of the cast, downtown VIPs, and fans. Concluding the evening, The Tony Award-winning Broadway Inspirational Voices performed a unique post-premiere rendition of songs from Rent and Tick, Tick…Boom! at the iconic Gerald Schoenfeld Theater. One evening garnered over 1M views on Youtube, headlines, and millions of social impressions. “This is the life!”

Agency: Invisible North