Teeth - Off-Broadway

When I joined Teeth, the challenge was unlike anything I’d faced before. A brand new musical, loosely based on an obscure horror film, that somehow had to balance genuine terror with irreverent camp and a chaotic energy. The show didn’t fit neatly into any box, and the visual identity couldn’t either.

I started with a single piece of key art and pushed it into a full visual language across digital, social, environmental, and print. The punk influence became our north star. We leaned into grit, raw textures, and a confrontational attitude that felt true to the stage adaptation. Every poster, every banner, every Instagram tile had to carry that same dangerous, fun, mischievous energy.

The campaign worked. The show sold out two extensions and earned a second Off-Broadway run, which gave me the chance to evolve the design even further for a new staging. Watching a horror musical find its audience in real time was its own kind of thrill.

Credits

Agency:
SpotCo