KEY ART · A/B PAIR · TOUR WEBSITE
FRED ROGERS COMPANY · MILLS ENTERTAINMENT
Case study · Daniel Tiger's Neighborhood Live
Two posters, one tour, and a website the team could run themselves.
Daniel Tiger's Neighborhood Live took the PBS KIDS show on the road for the Fred Rogers Company, produced by Mills Entertainment. Two versions of the key art went out and were tested against each other, and the tour site moved from WordPress to Webflow so the marketing team could update it without a developer.
The credit
Made by Alexandre Chaput, before In Fair Light existed.
The key art, the A/B pair, the ad set and the tour website. Career work from the Mills Entertainment years, shown here because the craft is the same one the studio runs on now.
Role
Graphic designer, web designer, video editor
Scope
Key art, ad set, tour website
Client
The Fred Rogers Company
Produced by
Mills Entertainment
The key art
The key art, sized for every buy.
One piece of art, built to survive every format the media plan called for: the square for social, the wide unit for display, the tall poster for the venues. Daniel and the trolley had to read at every size, so the composition was locked before any format was cut.
The A/B pair
Two designs ran. The venues got both.
Design A and Design B were built as a pair and tested against each other. Rather than retire the one that lost, both went out to the venue partners as additional assets for the run of the campaign, so each market could use the version that suited its audience.
The website
A tour site the marketing team could run.
The tour site had been WordPress since 2017. It was rebuilt in Webflow, the first of the Mills tour sites to move, with a CMS-driven dates table the marketing staff could update from a spreadsheet. No developer in the loop, which for a touring show that adds cities every week is the whole point.
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Have something that has to fill a room?
Tour art, campaign work, a launch film. It is the same question every time: what makes somebody buy the ticket.