Just In Time
Not Your Average Jukebox Musical
The Challenge
Launch a new Broadway musical built around a music legend, without falling into the bio-musical formula.
The Solution
The campaign led with the show's boldest idea: this wasn’t Jonathan Groff playing Bobby Darin, it was Groff becoming him, live in real time. A launch video brought that idea to life, moving from modern Manhattan into a 1960s nightclub in a single, cinematic shot. Across social, TV, radio, and out-of-home, the message stayed clear: this wasn’t nostalgia, it was reinvention.
The Result
A breakout hit that redefined what a jukebox musical can be—bold, fresh, and culturally relevant. The campaign sparked widespread conversation, engaged new audiences, and set a new creative standard for musical theater marketing.