PENN & TELLER PRESENTATION
from Caesars Corporation in-house agency Studio One
OBJECTIVE/GOALS
Design a bigger, better and bolder campaign to capture Penn & Teller’s unique character.
We aim to display their dark and edgy, yet funny and playful personalities. Using confident faces and hints of specific show elements will ensure interest from Rio guests, locals, tourists and event attendees wanting to see one of the most iconic and longest-running shows in Las Vegas history.
We aim to display their dark and edgy, yet funny and playful personalities. Using confident faces and hints of specific show elements will ensure interest from Rio guests, locals, tourists and event attendees wanting to see one of the most iconic and longest-running shows in Las Vegas history.
Art Direction: Beka Pica
Senior Designer: Edwin Ladores
Motion Designer: Michael Stazio
Designer/Illustrator: Ramsey Hong
Designer: Jake Jung
CURRENT CREATIVE
EARLY STUDIES
AMPERSAND
DIRECTION 1
“Ampersand” is confident. The audience is told to ask themselves, “Where do I know them from?” The answer should be “Lots of places.” The consistent longtime use of the “&” as the duo’s logo has built useful brand equity and is identifiable alongside the faces, totally absent of any mention of their names. Photography has color that pops, making this iconic symbol stand out.
DIRECTION 1
“Ampersand” is confident. The audience is told to ask themselves, “Where do I know them from?” The answer should be “Lots of places.” The consistent longtime use of the “&” as the duo’s logo has built useful brand equity and is identifiable alongside the faces, totally absent of any mention of their names. Photography has color that pops, making this iconic symbol stand out.
INSPIRATION
MIND MAP
HEADLINES
1. Levity & Levitation
2. Need We Say More?
3. Putting the Pun In Punctuation
2. Need We Say More?
3. Putting the Pun In Punctuation
DIRECTION 1
LIU BOLIN INSPIRATION
DIRECTION 1
INTEGRATED MARKETING CREATIVE OPPORTUNITY
MULTI-DIMENSIONAL WILD POSTING
PHOTOGRAPHY STYLE
Penn & Teller’s signature red Ampersand comes through in this color and tone style.
Red stays 100% while the saturation is pulled back on the other colors.
Red stays 100% while the saturation is pulled back on the other colors.
SHADOW PLAY
DIRECTION 2
“Shadow Play” is thought provoking, multi-layered and cerebral.
This execution is versatile, has longevity and can be limitlessly altered in the future.
With piqued interest, the Dutch Angle makes the viewers slightly uneasy
and alerts them to a different kind of experience provided by the big personalities of Penn & Teller. The audience will be encouraged to take a second look and will be left thinking.
DIRECTION 2
“Shadow Play” is thought provoking, multi-layered and cerebral.
This execution is versatile, has longevity and can be limitlessly altered in the future.
With piqued interest, the Dutch Angle makes the viewers slightly uneasy
and alerts them to a different kind of experience provided by the big personalities of Penn & Teller. The audience will be encouraged to take a second look and will be left thinking.
INSPIRATION
MIND MAP
HEADLINES
1. Making Light of the Dark Side
2. A Couple of Shady Characters
3. Nothing Shady Here
2. A Couple of Shady Characters
3. Nothing Shady Here
DIRECTION 2
INTEGRATED MARKETING CREATIVE OPPORTUNITY
PHOTOGRAPHY STYLE
The rich but temperate saturation of the colors pairs with the darker vignettes,
balancing the lighting effect and bringing attention to the subjects and shadows.
balancing the lighting effect and bringing attention to the subjects and shadows.
PROPS
DIRECTION 3
“Props” emulates traditional advertising used by the likes of Harry Houdini,
Dante the Magician and others during the Golden Age of Magic.
It is attention grabbing and quickly tells viewers it’s a magic show
without using the word “magic.” The concept hints at elements of the show,
uses humor and displays the essence of Penn & Teller.
DIRECTION 3
“Props” emulates traditional advertising used by the likes of Harry Houdini,
Dante the Magician and others during the Golden Age of Magic.
It is attention grabbing and quickly tells viewers it’s a magic show
without using the word “magic.” The concept hints at elements of the show,
uses humor and displays the essence of Penn & Teller.
INSPIRATION
MIND MAP
HEADLINES
1. Take It Seriously at Your Own Risk
2. Up Our Sleeves In Your Face
3. Objects Are More Magical Than They Appear
2. Up Our Sleeves In Your Face
3. Objects Are More Magical Than They Appear
DIRECTION 3
INTEGRATED MARKETING CREATIVE OPPORTUNITY
PHOTOGRAPHY STYLE
In this photo direction we embrace the details. The viewers’ eyes wander through the quirky scenes.
CROSSING THE LINE
DIRECTION 4
This concept draws inspiration from the show’s finale.
The eye-catching yellow line signals viewers to be cautious and alerts them that lines
will be crossed and boundaries will be pushed.
DIRECTION 4
This concept draws inspiration from the show’s finale.
The eye-catching yellow line signals viewers to be cautious and alerts them that lines
will be crossed and boundaries will be pushed.
INSPIRATION
MIND MAP
HEADLINES
1. We Have Issues With Boundaries
2. Crossing the Line?
3. Nothing’s Off the Table
2. Crossing the Line?
3. Nothing’s Off the Table
DIRECTION 4
INTEGRATED MARKETING CREATIVE OPPORTUNITY
PHOTOGRAPHY STYLE
Funny storylines come to the forefront through silly expressions on the characters’ faces.
ODD PAIRING
DIRECTION 5
Penn & Teller are an “Odd Pairing.”
This concept speaks to their roles inside the team.
Penn literally towers over Teller, and his brash voice has given credence
to their nickname The Bad Boys of Magic.
This complements Teller’s quiet charm, making them a perfect match.
The concept centers around the idea that Penn & Teller are so well-known
that all you need is their name.
DIRECTION 5
Penn & Teller are an “Odd Pairing.”
This concept speaks to their roles inside the team.
Penn literally towers over Teller, and his brash voice has given credence
to their nickname The Bad Boys of Magic.
This complements Teller’s quiet charm, making them a perfect match.
The concept centers around the idea that Penn & Teller are so well-known
that all you need is their name.
INSPIRATION
MIND MAP
HEADLINES
1. In Odd We Trust
2. Illusions Can Be Deceiving
3. Strange Bedfellows
2. Illusions Can Be Deceiving
3. Strange Bedfellows
DIRECTION 5
INTEGRATED MARKETING CREATIVE OPPORTUNITY
MULTI-DIMENSIONAL WILD POSTING
PHOTOGRAPHY STYLE
This mysterious and dramatic style elicits feelings of wonder.
Blue overtones and rich reds are a complementary pair, just as our Odd Pairing concept celebrates.
Blue overtones and rich reds are a complementary pair, just as our Odd Pairing concept celebrates.
ADDITIONAL COPY STRATEGY 1
There’s no special trick to surviving four decades in showbiz. Penn & Teller
have entertained and surprised audiences from Broadway to the Hollywood
Walk of Fame, and from MTV to NPR, with hundreds of appearances in between.
Performing six nights a week at the Rio All-Suite Hotel & Casino.
Reserve your tickets now by calling 702-777-7776.
have entertained and surprised audiences from Broadway to the Hollywood
Walk of Fame, and from MTV to NPR, with hundreds of appearances in between.
Performing six nights a week at the Rio All-Suite Hotel & Casino.
Reserve your tickets now by calling 702-777-7776.
ADDITIONAL COPY STRATEGY 2
From Broadway to London to Las Vegas, the unexplainable and unforgettable
illusionists entertain and surprise. Live at the Rio All-Suite Hotel & Casino.
Reserve your tickets now by calling 702-777-7776.
illusionists entertain and surprise. Live at the Rio All-Suite Hotel & Casino.
Reserve your tickets now by calling 702-777-7776.
SUMMARY
