our work STARLIGHT EXPRESS: REVIVING A WEST END CLASSIC

The Challenge: Bringing an Old Favourite to a New Audience 

Originally premiering in 1984, Starlight Express tells the charming story of a steam engine, Rusty, who competes against sleek diesel and electric engines—all portrayed by actors on roller skates. The musical’s whimsical premise needed to be highlighted while also connecting with modern audiences. We were tasked with delivering a suite of creative assets that would capture the magic of the show and build momentum across various platforms—from social media to dynamic out-of-home (DOOH) displays. 

Our Approach: Creativity in Motion 

Our contribution to this campaign spanned a broad range of deliverables, with each asset carefully crafted to highlight different facets of the production. Our team captured exclusive behind-the-scenes content, teaser trailers, and immersive social media videos that documented the journey from rehearsals to opening night. 

We shot dynamic content on-location during rehearsals in East London, at the Sitzprobe session, and during dress rehearsals at the production’s impressive purpose-built stage in Wembly Park. This footage was then woven together into engaging social assets that gave audiences a sneak peek into the high-energy preparation and passion that goes into bringing Starlight Express to life. 

Crafting Visually Striking DOOH Campaigns 

In addition to our social media work, our motion graphics team created captivating animations of the show’s official artwork for digital out-of-home (DOOH) displays across key locations near Wembley, drawing attention to the upcoming launch. The vivid designs and motion graphics not only captured the spirit of the show but also helped build awareness and excitement among theatregoers. 

Keeping Production nimble and reactive with State-of-the-Art Equipment 

Leveraging our cutting-edge production kit, including the latest Sony Burano and lightweight FX3 cameras, we were able to approach each shoot with flexibility and innovation. The FX3’s portability was especially crucial for capturing the fast-paced roller-skating sequences, allowing us to achieve dynamic, cinematic shots even when following complex stunts. By combining the camera’s agility with precise gimbal work, we were able to create smooth, fluid visuals that mirrored the exhilarating movement seen on stage. 

Seamless Execution and Fast Turnarounds 

With the pre-launch rehearsal schedule in constant flux, our team remained agile and responsive, often adapting at short notice to respond to rehearsal schedules. We delivered each asset on time, ensuring a consistent flow of content that aligned with AKA’s social rollout strategy. The client particularly appreciated our efficiency and quick turnaround, which allowed for a steady drumbeat of promotional content that sustained buzz leading up to the show’s debut. 

Results: Reigniting the Magic of a Timeless Classic 

Our campaign succeeded in capturing the vibrant energy of Starlight Express and reintroducing this beloved show to a contemporary audience. Through a well-coordinated mix of social assets, behind-the-scenes exclusives, and eye-catching DOOH displays, we helped build anticipation and generate widespread excitement for the show’s grand return. 

Whether you’re looking to amplify a brand launch, refresh an iconic property, or engage audiences through innovative content, at DMS we’re ready to bring your vision to life.

To discuss how we can elevate your next campaign, contact production@dmsukltd.com