Each semester a team of students from Creative Ink, Stephens College’s student-run marketing firm, works with the School of Performing Arts to create promotional materials for at least two shows.
This fall, however, every student at Creative Ink worked on creating a poster for Stephens’ upcoming play “Emma.”
Kate Gray, associate professor in the School of Design and Creative Ink adviser, said the poster project became a training opportunity for students to learn firsthand and from each other what it’s like to work with a professional client.
“We had asked the students, ‘How would you make the training better?’” Gray said. “The students said they wanted a project that they all worked on. So, that’s what we did.”
The process worked like most professional marketing jobs.
First, representatives from the School of Performing Arts talked with members of Creative Ink about the play and its storyline. Next, the firm’s 12 students were split into five teams and were asked to design three posters, each with completely different looks.
Finally, with everyone in the room, each team presented its posters to the client. Students also had the opportunity to hear each team’s feedback from the client.
Director Timuchin Aker, assistant professor of theatre at Stephens and director of “Emma,” was awestruck by the students’ creativity.
“We couldn’t have been happier with the results,” he said.
The winning poster, created by Claire DeSantis ’18 and Lyubov Sheremeta ’18, conveys a perfect pop-meets-period vibe, which is just what the client wanted for the 2010 adaptation of one of Jane Austen’s greatest novels.
Clean and simple, like a modern magazine cover, the poster features a tight shot of the play’s star, Morgan Walker ’17, under the heading “Emma” in big pink letters.
But the kicker for Aker was the words “Oh, snap!” printed in white below Walker’s picture. The exclamation—made popular in recent years by Tracy Morgan on “Saturday Night Live”—is a play on something Emma does on stage that gives the production a modern-day feel: She snaps her fingers to stop the action of the play and talks directly to the audience.
“It told me the students had really listened to what we had to say about the play,” Akers said. “ Also, someone who says ‘Oh, snap!’ today could very much be the same kind of person who Emma was in her time period. There is a direct correlation between the youth of today and Emma. It was brilliant on the part of Creative Ink.”
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