As part of my work with Touché Entretenimento, I was a part of the creative team for the Brazilian production of the hit musical "Beetlejuice”, led by Brazilian actor and comedian Eduardo Sterblitch.

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The musical premiered in Rio de Janeiro on October 5th 2023 and went on to have record-hitting limited seasons in both Rio de Janeiro and São Paulo. In "Beetlejuice”, I was the lead designer running social media accounts. That meant taking a part in every step of the marketing campaigns, from supporting the development of key visuals to creating feed and story posts along with paid promotions and other design needs like personalized credentials, invites and animated videos.

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The main challenge I encountered with the project was nailing the aesthetic and tone. Beetlejuice merges comedy and horror, and while I did not have any experience with the gothic style, figuring it out was a joy. The forth-wall breaks and sarcastic comedic style of both Beetlejuice and Sterblitch helped us to play a lot with huge pop culture moments such as concerts, memes and other key trends, having a lot of fun in the process and creating a new standard for musical teatre communication in Brazil.

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And then things got meta...

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1989 (Taylor's Version) release

Taking the almost-coincidence that the original movie was released in 1988, I made a Beetlejuice-themed-1989-style, Jadson's (Beetlejuice's first name in the Brazilian translation, used as a punchline during the show) Version cover.

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“Si soy Rebelde” tour in Brazil‍

Following the pop culture theme, when the pop group Rebelde arrived in Brazil for a series of sold out shows and we started to see the influx of tourists arriving to Rio for the weekend, we paid an homage to the group, even paiting Beetlejuice's iconic tie.

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“Eras Tour” in Brazil

After the Swiftie support from the 1989 post, when Taylor Swift arrived for the first tour ever in Brazil, we had to follow up with a poster filled with pictures from the two actors who play Beetlejuice, Eduardo Sterblitch and João Telles.

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Spotify wrapped of the dead

Compiling jokes from the Brazilian version only real fans would understand, we crafted the perfect playlist for Beetlejuice's Spotify Wrapped.

With the right amount of crazy and a lot of heart, the production was received with massive acclaim by the public and online it wasn't different.

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The Instagram account for the show is to this day the most followed account for a theatre production in Brazil, and the almost meme, very pop savy approach spoke loudly with our core audience. The social media impact created a musical phenomenon that filled theatres in Rio de Janeiro and São Paulo, conquered box office records and is set to return in 2025.

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With "Beetlejuice" I was able to use my skills as a social media manager (and past history of being a certified fangirl) in a project where we could joke around harder topics such as death and grief in a light-hearted (but still earnest) way.