A woman's hand slipping out of the grasp of her male partner. Her arm appears to be disintegrating into pixels which drift outwards.
A woman's hand slipping out of the grasp of her male partner. Her arm appears to be disintegrating into pixels which drift outwards.

Immersive Theater Campaign:

Girl in the Machine x Break A Leg Academy

At Pentworx, we partner with forward-thinking organisations to build impactful, unified brand encounters.

When Break A Leg Academy (BALA) approached our digital design and web strategy studio, they needed a comprehensive marketing push for their Glasgow production of Stef Smith’s sci-fi tech-thriller, Girl in the Machine.

We engineered a complete multi-channel campaign that blended traditional print assets, high-contrast digital out-of-home (DOOH) street billboards, and a viral social media narrative experience to drive ticket conversions.

Project Overview

  • Campaign & Web Strategy: Immersive journeys and cross-platform alignment

  • Digital Out-of-Home (DOOH): High-impact digital bus stop billboard assets

  • Experiential Social Marketing: Narrative-driven Instagram account hijacking

  • Print Collateral Production: Thematic posters and flyers, and local venue signage

Campaign Scope

To market a play detailing the sinister creep of psychological technology, a generic promotional calendar wasn't going to suffice. Our strategy had to make local theatergoers feel the pervasive, digital weight of the production's central antagonist, the ‘Black Box’ device.

Our dual challenge was to create high-visibility marketing assets that ensured perfect legibility on bustling streets, while simultaneously constructing an online promotional cycle distinct enough to halt standard timeline scrolling.

The Strategic Challenge

Creative Execution & Multi-Channel Solution

High-Contrast Digital Out-of-Home Signage

To target regional traffic and daily commuters across Glasgow, we scaled key production artwork into large-format digital bus stop billboards.

The Design System: Leveraging stark, deep-black backdrops to maximise visibility on illuminated digital street displays.

Typographic Distortion: We implemented localised chromatic aberrations and pixelated glitch styling to mirror the production's digital-decay narrative.

Immediate Conversion Action: Logistical layout elements were optimised for clear split-second readability, integrating targeted booking indicators.