Groundhog Day at The Old Vic

  • Matt Lane-Dixon

The initial brief for this artwork stated that we should avoid any of the pitfalls of the artwork from the initial run in 2015, which audiences had found too abstract and confusing. Ultimately, it was felt that a commercial approach may work better for this new version of the show, given the expected audience. I suggested that we could really push this commercial approach as far as it could go and lead entirely with stars and reviews, to really showcase how well the show had been received during its original run. The result is a marked departure in style from the usual approach to artwork, but one that allowed the theatre to compete against other big West-End shows during the busy summer period. Designed with Hollie Marshall.