Mean Girls The Musical & Mean Girls (2024) Film
RELIVE THE NOSTALGIA!
Creative Direction and Branding for the Broadway Musical and also collaborated with Paramount on developing digital campaign, illustrations and typography to support social media promotions across all platforms for the NEW film version.
GET IN LOSER, we are going to TikTok!!!
MEAN GIRLS FILM: There are two audiences: the audience that grew up with “Mean Girls,” and the audience that didn’t. On “Mean Girls” Day, which is Oct. 3, the entire movie was released on TikTok in 23 separate clips. Non-fans started watching and were like, “Wait, this is a great movie.” They immediately got familiar with the world.
On the first teaser was Reneé Rapp to the camera singing “My name is Regina George.” It immediately it told people, “This is your new Regina. Lindsay Lohan and Rachel McAdams are not in this movie.” Tim Meadows and Tina Fey are also in the spots to show familiarity.
LINK TO DIGITAL CAMPAIGN:
https://www.youtube.com/watch?v=G6L-6PuCbAw
MEAN GIRLS BROADWAY: In 2018, 14 years after Mean Girls’ was released, Mean Girls: The Musical debuted on Broadway. This musical would appeal to two major audiences the film never had: Generation Z and Broadway enthusiasts.
In 2020, it was announced that this book turned movie turned musical would be turned into a movie-musical. (Say that three times fast!) Renee Rapp would reprise her role from Broadway as the head “Plastic” Regina George, with Tina Fey reprising her film role. Fey also wrote and produced this new movie. Timing can be incredibly relevant when refurbishing content or rebranding a product. It was then exactly 20 years since the original movie debut, so the stars ALL aligned.
While this movie-musical has been labeled as promising “new tricks with old jokes,” many who watched the original film and connected with the original cast worried about a remake with brand new actors. The solution? Walmart Black Friday commercials with nearly all of the old “Plastics” reprising their roles. This nostalgia had a great effect on viewers, as they reminisced on what it was like to be seated in a theater watching Cady Heron walk and stumble into a trashcan.
