Mean Girls made its Broadway debut with an audience already obsessed with the iconic 2004 film—our challenge was to tap into that fan energy. As Art Director, I led the show’s digital presence, designing and evolving the marketing website while overseeing creative for social media, paid media campaigns, and display advertising.

From the start, our approach was fan-driven and highly interactive. We introduced the show at BroadwayCon, distributing pages from our own Broadway Burn Book, instantly connecting with the film’s devoted audience. We leaned heavily into topical, culture-driven content to keep the show at the center of online conversation, with one of our biggest moments being October 3rd—AKA Mean Girls Day. Each year, we created major buzz with activations like a live movie rewatch featuring Busy Philipps and Tina Fey, reinforcing the show’s cultural relevance and keeping fans engaged beyond the theater.