MAMMA MIA! The Musical

Ash Mckenzie worked as the Account Director on the 2017-19 new Australian tour of MAMMA MIA! The Musical whilst working at AKA Australia.

Both a global empire and household name returned to Australia for the third time in a brand-new production. When you don’t have access to one of the most recognisable pieces of artwork or production footage to market the campaign with… what do you do?

The decision was made to hero the characters and more importantly the personalities of the story in the artwork. Providing creative direction on the concept artwork shoot was such a joyful experience for Ash and that definitely translated into the final imagery.

Creating a TV commercial from scratch was always going to be a bigger challenge for all of us. In Ash’s role at AKA, along with the client, Louise Withers, a brand new concept piece was created from scratch that celebrated the feeling you get from ABBA’s music, rather than pushing the actual production.