It’s been almost four years since the animated film “Frozen” made it impossible to unhear “Let It Go.” That’s music to the ears of the Disney Theatrical Group as it readies to open a new high-profile musical adaptation of the movie on Broadway next spring.
It was a tricky assignment for Andrew Flatt, Disney Theatrical’s senior vice president for strategy, marketing and revenue. He knew the poster design couldn’t stray too far from depicting the “Frozen” — a sweetheart story of Princess Elsa and her frosty powers — that fans hold dear. He also knew he wanted a color palette that stuck with ice-cold hues of blue, white and silver.
To make sure the stage version (which begins performances in Denver this month) set itself apart from the film, Mr. Flatt said he wanted a poster to differentiate and elevate.
The final show art, from the advertising agency Serino Coyne, is an icy fantasia by Olly Moss, an artist based outside London. The poster features a giant, stylized snowflake with brushy tips that bursts across a sea of azures and indigos. Embedded in the fractal geometrics are silhouettes of a young woman reaching with a dramatically raised arm. For added wow, negative space forms two other likenesses that, as Mr. Flatt noted, people might not see right away.
Reprinted from The New York Times