"INTO THE WOODS" KEY ART
Key Art + Campaign Creative | South Coast Repertory
For South Coast Repertory’s production of Into the Woods, I developed a visual concept that brings the show’s familiar fairy-tale characters into a theatrical world that feels grounded, cinematic and slightly surreal.
The creative approach combines real photography of the actors with AI-generated environments, allowing each character to feel authentic and human while placing them within an imaginative interpretation of the woods.
The campaign focuses on five recognizable characters — Little Red Riding Hood, Jack, the Baker, Rapunzel and Cinderella — giving each their own visual identity while maintaining a cohesive look across the larger campaign.
Rather than depicting the woods as a traditional storybook setting, the environments were designed to feel atmospheric and immersive, reflecting the darker, more complicated journey the characters experience as their wishes begin to collide.
Creative Approach
The actors were photographed traditionally, giving us control over expression, wardrobe, lighting and personality. AI was then incorporated into the image-making process to develop and extend the environments surrounding each character.
Combining photography, AI-generated imagery and traditional compositing allowed the campaign to create locations and atmosphere that would have been difficult to achieve practically while still keeping the performers at the center of the work.
The final system was designed to work both as individual character artwork and as a unified campaign, creating a flexible library of imagery for print, digital, social, advertising and environmental applications.
Creative Direction · Art Direction · Photography Direction · AI-Assisted Image Development · Photo Compositing · Campaign Design
