Romeo & Juliet Multimedia Campaign
Producer: Mathew McGraw | Videographer: Connor Child | Editor: Taylor Falls-McGuire | Project Manager: Lauren Yancheski | Script Writer: Michael Kary
Love At First Scroll
About The Project
Grand Canyon University's Theatre department wanted to move away from traditional promotional content and create a more modern approach for their production of Romeo & Juliet. Rather than relying solely on behind-the-scenes footage or conventional theater marketing, the goal was to create content that felt native to social platforms and more approachable for student audiences.
The creative direction centered around placing Shakespearean characters into familiar situations while preserving the personality and spirit of the original work. Alongside promotional efforts, the project later expanded into recap and photography coverage designed to support the production experience beyond opening night.
PROJECT DELIVERABLES
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A vertical social-first promotional piece designed to create excitement around the production and make Shakespeare feel more relatable for student audiences.
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A two-minute recap combining cast interviews with live performance footage to document the experience and extend engagement beyond opening night.
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Photography was captured to support promotional efforts, future marketing materials, and long-term archival use.
MY PART IN THE CHAOS
Responsibilities
Created videographer schedules and production shot lists
Coordinated talent schedules, locations, and filming logistics
Adapted stage-based scripts into production-ready video plans
Directed actor performance for camera delivery
Managed day-of production flow and logistics
Coordinated recap interview sessions and performance coverage
Organized photography requirements for marketing and archival use
Balanced production needs with rehearsals, wardrobe requirements, and class schedules
My role on this project covered production from pre-production planning through day-of execution across all content deliverables.
I created videographer schedules, developed shot lists, coordinated talent schedules and filming locations, and worked directly with talent contacts to align filming around rehearsal schedules, wardrobe requirements, and student availability.
Because the provided material originated from a stage perspective, I adapted the script into a production-focused document that included camera movement notes, scene requirements, pacing considerations, and shot needs.
During production I managed shot flow, directed actors for camera-based performance, coordinated closely with the videographer, and maintained overall logistics across two filming days.
For recap and photography coverage, I coordinated interview sessions, organized live performance capture during media night, and ensured photography requirements aligned with both immediate promotional needs and long-term archival goals.
The Playbill
Consider this the digital playbill. Before the lights dim and the show begins, here’s a closer look at the creative decisions, production challenges, and moving parts that helped bring the story to life. Turns out making Shakespeare feel comfortable on Instagram takes a little more than yelling “Action!”
Translating Shakespeare For Social Media
The challenge wasn't simply creating a promotional video. The challenge was finding a way to make a traditional stage production feel approachable to audiences consuming short-form content every day.
Rather than relying on conventional theater promotion, the project leaned into modern social behaviors and humor while preserving the spirit of the original work.
The goal was not to rewrite Shakespeare, but to create an entry point that felt more accessible.
Stage Performance Meets Camera Performance
Although the actors were naturally comfortable performing due to their theater backgrounds, stage acting and camera-based performance required different approaches.
Stage performances are designed for larger audiences and physical spaces, while social content relies on tighter framing and more natural interactions.
Part of the production process involved helping actors adapt movement and performance style while preserving the energy and personality that made the characters engaging.
Beyond Opening Night
While the social promo served as the primary awareness piece, the project continued beyond opening night through recap and photography coverage.
Cast interviews and live performance footage were captured to create a recap video documenting the production experience, while photography coverage was organized to support future marketing efforts and long-term archival use.
Together, these assets expanded the project beyond a single promotional piece into a broader multimedia effort.
How Did It Perform?
Comparative Performance
While the project intentionally explored a more experimental direction for theater promotion, the social-first approach generated strong audience response within a highly targeted theater community. The content outperformed several comparable promotional pieces within the same content ecosystem while maintaining strong engagement through comments and repost activity.
Final Thoughts
Traditional theater marketing often focuses on promoting performances from a distance. This project explored a different approach by creating content designed to meet audiences where they already spend time and consume media.
By combining social-first storytelling with recap and photography coverage, the project created a more approachable and modern experience while preserving the personality and energy of the original production. The result expanded beyond a single promotional video into a broader multimedia effort supporting awareness, engagement, and long-term content use.