Beetlejuice direct mail was a super fun project to tackle. Four concepts were fleshed out from sketch to mock-up. My preferred version “The Couple Portraits”, a four panel barrel fold, utilized a photo shoot at The National Theater in DC, capturing the three main couples in the show being manipulated by Beetlejuice in playful ways. The much beloved set by David Korins also got its own spread. The mailing panels nail both a Burtonesque graveyard set mashup and the show’s signature black and white stripes. This version establishes some character relationships, hints at Beetlejuice’s subversive tendencies and showcases all of the major aspects of the brand (this was tailored to the director and also was his favorite).
Four panel “Couple Portrait” barrel fold interior, sketch and comp
Four panel exterior, sketch and comp
The “Last Supper” version, with the dinner scene from the same DC shoot, brought the characters together, highlighting cast chemistry as well as the graveyard set piece as a transition. This image was not initially embraced by the producers, but today you can visit this image on the front (ok, back) of the theater and in the social campaign.
“Last Supper” exterior, sketch and comp
Three panel “Last Supper” interior, sketch and comp
A third, more copy-heavy version: the “Curtain Pull” utilizing headshots was the “safe” solution, which has its fun with copy, playing on Broadway pedigree. In the end, the client chose to go in the direction of a fairly straightforward three-panel layout introducing Beetlejuice peeking out of our signature stripes, Lydia perched on the mailing panel with a smirk for both attitude and parody. To round the piece out, the graveyard scene and sandworm framed a fun play of production photos in the midst of the graveyard. You can check out the final piece here.
