Challenge

Ticket sales did not meet expectations. One theory for lower-than-anticipated sales was that the story of America did not resonate in Hawaii in the same way it did on the mainland.

Solution

I concepted and produced a video that connected with the local community. By showing two Hamilton cast learning the art of the Hawaiian Dance, Hula Auana, led by the highly respected Hawaiian spiritual leader, Kumu Blaine Kamalani Kia. This culturally sensitive approach honored local traditions and effectively boosted engagement while Hamilton was a guest in Honolulu.