Under the Radar has long been at the center of experimental performance. As it marked its 20th anniversary, the question was: how could the festival unify its venue partners, refresh its brand, and grow audiences in a rapidly evolving cultural landscape?
SOLUTION
We partnered with Under the Radar to create a comprehensive go-to-market plan, developing a mission control system, refreshed anniversary branding, and developed tentpole campaigns that activated both New York’s theater community and funding partners.
This approach delivered meaningful campaigns that elevated the festival beyond its stages, sparking press across outlets like The New York Times and The New Yorker, driving new ticket buyers, and amplifying programming with intentional partner extensions including; Lincoln Center, BAM, and St. Ann’s Warehouse. The festival’s cultural impact was extended through digital campaigns, updated brand assets and social strategy implementation. Ensuring the 2025 event was not just celebrated, but positioned as a springboard for the next era of growth.
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