WICKED FOR GOOD
CREATIVE CONCEPT - ART DIRECTION - POST PRODUCTION - FINAL EXECUTION
CREATIVE CONCEPT
Leading up to opening weekend for Wicked: For Good, PUMA and Wicked collaborated to create a collection inspired by the main characters and iconography of the Wicked franchise. Elphaba’s pieces of the collection are dark with a green pop color throughout, the styles taking inspiration from dark academia. This is contrasted with Glinda’s lilac coquette style pieces. The collection is completed with a silver Speedcat, representing the silver slipper and unisex pieces that are Wicked agnostic. This collection is made specifically for the fans of the franchise, allowing them to embody the characters’ personas, letting their style, their energy, even their self-expression be influenced by Wicked.
The concept of the visuals play off the notion of bringing the fantasy world of Wicked into our reality. Taking inspiration from the opening scene in the trailer where Glinda and Elphaba meet on Glinda’s balcony with Emerald City illuminated in the background.
Our models embody the characters and we find them on an art deco style rooftop at night with the city illuminated behind them. The personas of the characters illuminate the space around them with diffused green and lilac lighting as the models pose and perform signature moves of the characters. The set is dressed with pink poppies and yellow tulips while movie props are styled in throughout the campaign.
production: Audrey Larson & BAM Productions
creative direction lead: Nico Reilly
creative direction support: Julia Madden
art director: Nico Reilly
photographer: Andi Elloway
DP: Dustin Stanek
set design: Tony Bang
stylist: Britton Littow
HMU: Maxine Christians