Project.
Operation Mincemeat: A New Musical
Prod. Company
Avalon Entertainment. 
+ Digital & Print
+ OOH & Front of House Design
+ Motion Design
+ Web Design
+ Artworking
+ Brand Identity
The Mission:
As Operation Mincemeat grew from a small but electric production into a genuine West End and Broadway phenomenon, the creative challenge was uniquely self-referential: how do you market a show built on secrecy, without giving the mission away?
The work had to compete with long-running juggernauts across both New York and London on social and out-of-home while revealing just enough to put audiences in seats. No more, no less. Classified by design.
This collection spans campaigns across the West End and Broadway, each balancing a distinct set of tensions: selling a British wartime story to American audiences without spoiling the plot; building genuine community with a fiercely loyal fanbase (Mincefluencers) through puzzles, coded messaging, and handwritten graffiti. All while maintaining strict historical accuracy and staying firmly within the world of the show.
And yes. A lot of yellow.
Achievements: 
- Chosen as the lead designer to design the front and back of the Playbill 1/2 page ad as part of our New York Times campaign. An industry first, and the first time a Broadway show had ever owned the back cover, and both covers simultaneously.
-Notable design placements include covers of The New Yorker, Rolling Stone and Hard Rock Cafe.
- Supported and led digital and print designs across large-scale out-of-home advertisements, including: NY billboards, Times Square placements, bus wraps, taxi tops and subway/railway posters.
 -Fortunate to see my work first-hand in New York and in London. 
- Collaborated as part of a small creative team behind the successful launch and sustained run of a Broadway production, subsequently scaling the campaign globally for an international tour. 

+64M Total Impressions.        +1.6M Engagements.     7% Av. CTR     8.5% Av. CVR     185% Average ROAS

Above: Front and back playbill ad print spots - the first Broadway production to advertise in this prestigious print spot. Below: social extension assets.
Above: Out of home Ad Rails on display at Paddington Station as part of our national campaign promoting both the West End and Tour markets. Below: Seasonal assets and digi ads.
Above: Sizzle Reel Storyboards. Below: Operation Mincemeat Sizzle Reel. Directed by Max Mena. Edited by Ben Drayton. 
Creative Lead:  Dulcie Boote
Creative Design: Max Mena
Production Company: Avalon Entertainment
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