"SpongeBob The Musical” is the stage adaptation of the beloved cartoon by Nickelodeon. With lyrics from hit artists like David Bowie and Cyndi Lauper, the show is inventive, funny and witty. In December 2022, I was invited by Touché Entretenimento to be the lead designer running social media accounts for the Brazilian productions of the musical.

The musical then went on to play two runs, in Rio de Janeiro and São Paulo, opening May and July of the same year. I developed key visuals, social media posts, participated in press conferences and created indoor and outdoor ads.

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The challenge was finding a middle ground to present the musical adaptation of a show originally made for a younger audience to a broader public and convincing a possibly skeptical audience that the show can be fun but a lot more mature than expected. Dabbling with the current trends to help boost awareness was a great strategy, leaning into the meme culture surrounding the property and pop culture.