DIVING INWARD

On the heels of the success of the first campaign, Paprika was asked to create a second campaign for the National Arts Centre French Theatre’s 2023–2024 season. For the theatre’s artistic director Mani Soleymanlou, the upcoming season is filled with events that highlight our capacity to tackle life’s most difficult challenges and welcome its most wonderful gifts. A new season that seeks to remind us of our titanic power: our ability to overcome the insurmountable and affirm our insatiable need and unquenchable thirst for beauty.

Studio AATOAA visuals—those thumbnail photographs of mini figurines presented like a diorama and literally allowing us to dive into the world of theatre—were the driving force behind the concept. The graphic design approach borrowed from the visual traditions of theatre posters with their subtle art deco influence, all with a contemporary touch. Every play title was assigned its own typeface to showcase its originality, while ensuring it fit into a harmonious and impactful campaign program.