Leviathan Lab is a collective and playground for both emerging and established Asian American performing artists, and a vibrant young company with the mission to challenge how Asian Americans are encountered on stage and screen. Their inaugural stage production of Shakespeare’s TWELFTH NIGHT in November 2011 was set in 1960’s Hong Kong and inspired by auteur Wong kar-Wai’s In the Mood for Love.
Hong Kong in the 1960s was a vibrant pastiche of world cultures, including China, the Philippines, the United States and England. To capture this energetic cultural amalgam, I combined design elements from American Grindhouse movie posters, Russian Communist propaganda posters, and the bright colors of the legendary tv sketch comedy show Laugh-In to sell the idea “We’re Here, We’re Yellow, and We’re Playing Lead Roles in a Shakespeare Comedy. Get Used To It.”
In order to differentiate this production of this well-loved and frequently performed comedy, and to accentuate Leviathan Lab’s fresh, never before seen setting, I cheekily shorthanded the title to 12N and included the Chinese translation for “Twelfth Night” in the logo. The show’s byline, “Play On,” is taken from the first line of the play and wryly refers both to the show being Leviathan Lab’s ambitious first production, and a play on the sports culture phrase, “Game On.”
This campaign included a series of 11×17 posters that highlighted the Asian American cast, advertising posters, Facebook icons, web banners, and show programs.