I was honored to be featured as a copywriter in the American Theatre Wing’s Master Class series, The Art of the Show.” This episode serves as an educational deep-dive into how theatrical productions are marketed to modern audiences.
Partnering with graphic designer Staicy Ngongu, I developed five taglines for a conceptual revival of R.U.R.: Rossum’s Universal Robots. In the episode, I presented my strategic thinking and creative process, along with the taglines and collaborative key art samples. I also had the opportunity to ask questions directly of the episode’s mentors, Aaron Coleman and Jim Glaub.
Key Moments
2:35 | Introduction
4:32 | Favorite Musical
38:49 | Team Pitch
39:35 | Copywriting Presentation: Strategic Thinking, Ideation & Inspiration
55:09 | Copywriting Presentation: 5 Sample Taglines
58:10 | Feedback from Mentors
1:09:23 | Q&A
More About the Work
Creative Brief: R.U.R (Rossum’s Universal Robots)
Client: Producers of the upcoming revival of R.U.R (Rossum’s Universal Robots)
1. Project Overview
The play begins in a factory that makes artificial workers from synthetic organic matter. (As living creatures of artificial flesh and blood, the playwright’s ‘roboti’ differ from later fictional and scientific concepts of inorganic constructs, or androids.) Robots may be mistaken for humans but have no original thoughts (or so we think). Though most are content to work for humans, eventually a rebellion causes the extinction of the human race.
It follows a heroine, committed to justice for all, who secretly uses her human, wealthy status to assist with the Robot Rebellion. It’s a love story: of nature, of community, of humanity.
This revival reimagines R.U.R. for a modern audience, set in a sleek near-future where automation, AI consciousness, and human ethics collide. It’s a story about invention and extinction – a prophetic warning that feels eerily present in the age of ChatGPT and technology billionaires. It interrogates the ethical dilemma of the Creator and the Created, can humans be God?
The campaign should position R.U.R. as both a rediscovered classic and a timely cultural moment. Audiences should come for intrigue, instead of dystopia. The gift with purchase will be the wallop of a potential dark future and the necessity of turning to community/hope for resolve.
2. Target Audience
- Primary Audiences:
- Theatre-goers aged 25–50 who are drawn to bold, thought-provoking revivals (think 1984, Network, Machinal).
- Culturally curious professionals—especially those in tech, design, academia, and the arts.
- Secondary Audiences:
- Students and educators interested in science fiction, robotics, and theatre.
- Fans of dystopian/sci-fi storytelling (Black Mirror, Ex Machina, Westworld, Severance).
- Fans of complicated love stories (Sunday in the Park with George: FEMALE LEAD loves ROBOT like George loves Dot, an artistic project)
3. Initial Production Notes
- Intelligent but accessible – thought-provoking without being overly academic.
- Aesthetic is a balance of retro-futurism (1950s industrial aesthetics) and modern brutalism. Think Tomorrowland, WPA, etc. It feels familiar and old, yet futuristic.
- The show is not lighthearted; it’s a commentary on the evolution yet downfall of society. Less Maybe Happy Ending more 1984. Avoid cliché “robot” imagery (gears, wires, cartoonish designs).
4. Deliverables
- Create a mood board with your designer– please include text from the piece that inspired you.
- 5 one-liners/taglines
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