Macbeth.

Exploring Paranoia: A Modern Take on Macbeth’s Descent into Madness.

Building on our approach of using emotion-driven design for the opera, we delved into Shakespeare’s Macbeth to explore the darker depths of human psyche - paranoia. This brand platform unravels King Macbeth’s relentless descent into suspicion and conspiracy, capturing the chilling narrative of how paranoia can consume the mind and drive individuals to the brink of madness. It challenges the audience with a provocative question: Could paranoia push you to murder?

We set out to create dynamic, engaging methods to showcase the unsettling concept of paranoia in a way that would resonate with contemporary audiences.

The results.

We brought Macbeth's paranoia to life through dynamic digital banner ads that reflected his inner turmoil, using shifting messaging to evoke the sensation of hearing voices.

In a bold move to reach a broader audience, we placed the campaign in unexpected, everyday spaces - targeting food outlets like McDonald’s and Burger King. Here, the theme of paranoia was subtly woven into familiar environments, making the haunting narrative feel uncomfortably close to home.

Bold typographic street posters featuring excerpts from the play heightened the sense of unease, immersing audiences in the chilling world of suspicion and conspiracy. These executions captivated and challenged viewers, making a timeless narrative feel both modern and relevant.

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