Starbucks partnered with NBC Universal for an exclusive moment of surprise and delight that taps into the excitement surrounding the highly-anticipated release of the movie Wicked.
Campaign CreativE
Our goal for the creative was to establish how the Wicked movie property genuinely translates to the Starbucks brand, with a universally-appealing and global point of view.
We worked closely with team at NBC Universal to utilize pre-existing patterns, art, and color palettes that were created for each character, or major location in the movie. We focused our creative on leveraging the Emerald City portion of their art library. Primarily for the direct reference to Seattle often being called “The Emerald City”, but also for the rich green and gold accents, as well as the simple art deco patterns - that felt closest to the Starbucks brand.
With the Emerald City theme established, the team and I worked to develop a moodboard that would set the tone for how we build out the overall look and feel of the Starbucks + Wicked partnership.
Moodboard & Toolkit
This moodboard/toolkit needed to act as a “north-star” for guidance and reference to teams
building out brand assets for this collaboration across multiple channels and touch points.
We championed the use of green as a hero element all its own as a way to ground the work in both partnership spaces, but also give meaning to the art.
Introduced single gold icons pulled from the NBC Universal original art patterns, like the sparkles, hot air balloon, and butterfly, to be used as small surprise and delight, and IYKYK pieces.
We also carried over some of the Art Deco themes, with elements like arches, gold sunbursts and gold rounded borders, as well as expressive geometric line-work patterns.
The archway frame element was to be used to showcase a product or item, as though being viewed through a window or a door, inviting you into a magical realm.
Single color clouds act as a added graphic element, that brings mystery and drama to these scenes, but also act as a slight nod and a wink to the two main characters.
SOCIAL
Gift Card Instagram story concept sketch, & final
Merchandise Instagram post concept sketch, & final
LTO Launch Instagram post concept sketch, & final
LTO Launch Instagram story concept sketch, & final
