During the pandemic, people were forced to switch habits and preferences. Now, we needed to shake Chicagoans out of their entertainment malaise by showing them the emotional power of Chicago’s live theater scene. Sports, festivals, and even farmer’s markets have a season. With leaves that change color before dramatically falling to the ground, and wardrobes that become as layered as a multi-dimensional character from a play; Fall IS the OG theatrical season.

With theater season; comes drama. We added drama to the streets, radio and OOH of Chicago to remind people that theater is in season. We launched by turning streets and establishments around Chicago into our stages. Performers appeared in unexpected places around the city and surprised people with dazzling performances. Every performance is tied to a specific show playing in the fall. We scattered theatrical props around the city to tease out the most dramatic time of the year. Placing wigs on traffic cones, victorian dresses on the CTA, and wingtip shoes on your daily commute to build intrigue and buzz around the city. Every prop linked to one of the 150 shows playing in the fall.