Mexodus - Off-Broadway

When I joined the Off-Broadway production of Mexodus, I knew this wasn’t just another show. It told the recently uncovered story of the Underground Railroad south to Mexico, brought to life by two of the most talented creator-performers I’ve ever seen. The challenge: build a massive presence for a cast making their New York debuts with no local fanbase to lean on.

I took the show’s explosive energy and pushed the original logo across every touchpoint. Posters, Instagram stories, digital banners; everything needed to hit with that same electric intensity. I wove in production photos and expanded the visual language across print, digital, social, and environmental graphics so the brand felt unignorable everywhere.

But design was only half the fight. To drive ticket sales, I helped build a word-of-mouth strategy that prioritized real reactions over paid ads. We seeded buzz with influencers and audience members, organized talkbacks for targeted groups, and amplified every major press mention at the right moment.

The campaign created so much organic demand that the show sold out two extensions, got picked up by two other NYC theaters, and landed on Playbill’s top 15 list of the 2025.

Credits

Agency:
SpotCo