John Proctor is the Villain
Starting a Movement
The Challenge
Launch a bold, original play in a star-packed Broadway season—and cut through the noise with a story that demands to be heard.
The Solution
Ditch the traditional playbook. Build a campaign where the cast wasn’t just acting, they were leading a cultural conversation. From a high school-set photo shoot in Queens to eye-catching key art, the campaign claimed space unapologetically.
The Result
A groundswell of passion both online and off. TikTok buzz, sold-out student matinees, and an electric in-theater experience that became something bigger: a cultural moment, a community, and a movement.
