Work

Beautiful The Carole King Musical

AKA was brought on as the creative agency to champion the Australian Premiere of Beautiful: The Carole King Musical.

We of course created stunning TVCs, radio ads and outdoor media – but we really let our creativity shine when it came to print. Press releases sent out as life size vinyl records, opening night invites as vintage 7-inch albums, direct mail pieces embossed to feel like real pianos - we lead the charge on creative with passion and precision.

BEAUTIFUL is the story of Carole King; a woman who was, and continues to be, an inspirational trailblazer. So to celebrate the Australian premiere of this extraordinary musical – we wanted to engage with our audiences by acknowledging some of our own Australian trailblazers. Women who have lived inspirational lives. In partnership with Michael Cassel Group, AKA delivered a BEAUTIFUL content series that told the inspirational stories of Deborah Hutton, Ita Buttrose, Tracy Grimshaw, Melissa Doyle, Lucy Turnbull, Melissa Hoyer, Susie Elelman, and Jackie Frank.