Our challenge was to create a promotional video for the Broadway revival of On The Town. Our goal was to capture the fun energy of a classic if somewhat dated Broadway musical and make it appealing to a younger audience.
We chose to recreate the opening iconic sequence of both the show and film that featured the song New York, New York (A Helluva Town) sung by sailors all around NYC. The video’s sequences were updated to reflect a contemporary NYC by interchanging original locations such as Rockefeller Center with an Apple store. Where the original had horses, we updated it with CitiBikes.
The video was released two months before the show opened and has been viewed more than 200k times on YouTube. Ticket sales spiked 400%, and Playbill asked rhetorically: Has there been a better video teaser for a Broadway musical in recent memory?