School of Rock — El Musical

The challenge

A license from the prestigious Andrew Lloyd Webber, with standards that leave no margin for error. The project started in 2019: it went on sale and, one month before opening night, the pandemic forced everything into reverse — with tickets already sold and the campaign live. It opened four years later, first in Madrid and then in Buenos Aires: one of the longest-running projects I have worked on.

The decisions

1. Aligning every piece of content with the licensor's approval process, locally and internationally.
2. Putting what made this production unique at the center of the campaign: a band of kids playing live on stage.
3. One month before opening, with tickets sold and the campaign live, putting everything on stand-by — and keeping the project alive until it could return.
4. In Madrid, two months on site with MP Producciones and Let's Go Entertainment, adapting the campaign to a new market before the Buenos Aires opening.