The cast of the musical Sing Street was two weeks away from their first Broadway debut when the pandemic postponed the show indefinitely. But the young, tenacious cast decided not to let their Broadway debut pass them by, so we teamed up with them to help the show go on, online, all to support New Yorkers in the epicenter of the pandemic.

Rather than trying to replace the experience of seeing a Broadway show, we set out to reimagine it and created a made-from-home, part musical, part Facebook Live event version of the show.

We didn’t just create a 360° campaign, we created the show itself. We turned AR Lenses into makeup and set elements, choreographed character interaction between Zoom boxes and used the grid in creative ways to innovate storytelling.

We turned Zoom rehearsal fails into social promos, and instead of driving ticket sales, we drove donations, turning Facebook Live’s “waiting room” into a live,‘80s-style telethon.

We created an at-home version of the playbill to help fans sing along, used the unreleased album to get people familiar with the songs before the performance, and tapped celebrities who inspired the music to Zoom bomb the show and help drive donations.

Throughout the show, live comments from Sing Street’s Facebook page continued to appear on the sidebar, reminding audiences what this was all for—raising money for charity. When the show ended at 7 p.m., the cast left the frame to clap for essential workers—a nightly ritual in New York—and encouraged viewers to do the same.