Fox Theatre | 90th Anniversary Campaign
As the Fox Theatre in Atlanta approached its 90th anniversary, the marketing team of the Fox faced the challenge of re-engaging the city by reawakening local support for the legendary landmark and endearing a new generation to the theatre.
As a director with roots in theatre, a passion for exploring and invoking history, and a lifelong love of live performance, Holland gladly assumed the task in his role as Executive Director and Producer at the WITH/agency. The resulting integrated campaign (TV, OOH, digital) culminated in five broadcast spots, seven behind-the-scenes content pieces—including an 11-minute making-of mini-doc—and a suite of over 80 social cuts. Holland directed and produced, co-wrote scripts, designed each set, managed talent casting, photographed campaign stills, and oversaw post across all deliverables.
The production crew of 50+ took over the Fox stage for two intensive 2-day productions spotlighting five stories steeped in local history and lore, with a dynamic and future-facing point of view. The campaign earned three Regional EMMY® nominations, and local reach spanned 2 million TV impressions in Metro Atlanta, 2.4 million weekly billboard impressions, and 540K digital impressions.
