The stare sells the ticket.

A touring show produced by Mills Entertainment with CAA. Audiences watch a 40th anniversary screening of Monty Python and the Holy Grail, and then Cleese comes out to tell stories and take questions. The campaign had to sell a film everybody already knows and a man they have never seen in the room.

The credit

Made by Alexandre Chaput, before In Fair Light existed.

The logo, the key art, the ad set, the social cuts and the tour website. Career work from the Mills Entertainment years, sitting next to the Shatner tour because the two shows ran the same playbook on completely different material.

Role

Graphic designer, web designer and video editor

Scope

Branding and marketing

Client

John Cleese

Produced by

Mills Entertainment, with CAA

The identity

Cinzel caps, so the joke has a straight man.

The lockup is set in Cinzel. A serif carries the class the name already has, and cut heavy in capitals it still punches as a show title. Two bar colours, navy and gold, so it can sit on any crop of the artwork. It had to hold at 728 by 90 and on a roadside billboard without being redrawn.

The campaign

The rights cleared. The artwork did not exist.

Cleese's likeness and the Monty Python and the Holy Grail artwork were both cleared for the tour, but the talent's agent supplied no assets. I sourced and retouched high resolution images of Cleese and of the film myself, built the key art out of them, and then cut it down to every unit the buy needed, plus captioned clips from the film for social.

Wide banner unit, 650 by 295, Cleese's eye on the left and the lockup on the right

Wide unit · 650 × 295

Square banner, 300 by 300, lockup over the Holy Grail artwork

Square · 300 × 300

Social square, 1080 by 1080, the full key art with the show date and ticket line

Social square · 1080 × 1080

Banner, 600 by 160, the lockup restacked beside the Monty Python and the Holy Grail title

Banner · 600 × 160

Animated social cut from Monty Python and the Holy Grail, captioned, with the tour lockup burned into the corner

Animated social cut from Monty Python and the Holy Grail with the tour lockup in the corner

Social cuts · captioned clips from the film with the lockup burned in

The website

Built in WordPress, then made findable.

Three jobs: carry the Mills Entertainment and John Cleese branding, list every date with a live ticket link, and be the way a buyer reaches the promoter. Four items in the nav, the ticket table sitting right under the key art, and an SEO pass run with a specialist so the tour owned its own name in search.

The John Cleese Live on Stage tour website: key art above a ticket table listing dates, venues and cities

Next project

William Shatner Live on Stage

The sibling tour, same playbook

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All work

Film · brand · AI systems

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Get in touch

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.

Email alex@infairlight.com

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