THE FOLIO
CREATIVE EXAMPLES FROM OFF THE STAGE.
Hey! My name is Calvin Mattson and I am a creative currently based in Minneapolis, MN.
I received my degree in Theater from the University of Southern California. And while that education may be a bit different from many people in the marketing and design fields, I always like to say Most people learn how to grab an audience’s attention in the classroom, I learned by standing in front of one.
Please enjoy some examples of previous projects and click the hot-link under the whinery to see a living-campaign of a project I have been growing. Happy to have you here!
THE WHINERY SHOW. A LIVING CAMPAIGN
Click below for a full creative project case study!
SELLING AN EXPERIENCE
Challenge
Create a 60-second sizzle reel to be used on my website and part of my professional promotional package.
Design Goal
Showcase what my show actually is in action and give a viewer a 60-second experience of what it’s like to book me for an event.
Approach
I’ve always believed you can’t explain a live experience through text. Therefore I wanted to create as close to an authentic version of my act as I could in just 60 seconds. I wanted to showcase magic moments, audience reactions, and real jokes used throughout the show in order to give potential clients a taste of the show that doesn’t translate on a webpage.
I made sure to incorporate previous clients and testimonials from people who have seen my show to provide social proof without making the video feel like a traditional advertisement. The testimonials reinforce the experience shown in the footage and help establish credibility with someone considering booking me.
Visually, I kept the edit dark and theatrical to reflect the atmosphere of the performance while using brighter text and graphic elements to guide the viewer through the reel. I ended with a simple call to action at the end of the video in order to direct viewers toward booking information. The goal is to leave the client with one final thought: “That was awesome — let’s book him”
Deliverables
Tools Used
Adobe Premier Rush, Davinci Resolve, Canva
Designing Physical Media
Challenge
While working at Lock and Key Escape Rooms, I realized we needed promotional material that could explain what an escape room was, what rooms we offered, and gave customers information about each room. I wanted the design to feel playful and approachable while still containing all necessary information.
Design Goal
I wanted to create a brochure that felt like an extension of the rooms themselves. Every element was intentional in giving potential customers a taste of what our escape rooms are: immersive, fun, and unique.
Approach
The most important element of an escape room is the immersive experience, so I wanted the copy to immediately pull customers into the story of each room. Giving each experience a strong narrative hook creates an immediate reason for someone to want to learn more.
I also wanted the brochure to answer two of the most important questions for anyone familiar with escape rooms, and especially those unfamiliar: How difficult is it, and how many people can play? Including that information upfront helped our customers quickly determine which experience is the right fit for their group
Visually, I wanted the front cover to feel as playful and colorful as the experiences themselves, while the F.A.Q. on the back provides a simple way to answer common questions and round out the pamphlet.
Deliverables
Tools Used
Canva - Adobe Photoshop - Procreate
The Art of the Gag
Challenge
Create a series of physical gag prizes to be handed out to audience members during a comedy show.
Design Goal
I needed the prizes to do two things: 1, be funny. 2. Play to a large audience. I knew the cards were going to be small, so I needed to figure out a way to get the joke across the room without people actually needing to see the card.
Approach
I specifically designed the prizes to have two layers, or “moments,” of comedy.
Each prize is handed to an audience member inside an envelope for them to open privately. I wanted the designs to be simple enough to understand immediately, but silly enough to get a quick laugh from the person opening it.
That laugh becomes part of the joke. The rest of the audience sees one person laughing at something they can't see, which naturally creates curiosity and suspense. What did they get? Why are they laughing?
I then have the audience member read the card aloud, revealing the joke to the rest of the room and creating a second hit of comedy.
The result is a prize that doesn't just deliver one joke, but creates a small comedic experience around the act of opening, discovering, and revealing it.
I eventually evolved the routine to have one envelope contain $100, but there is always one extra envelope I get to keep. Through “magic,” I am always left holding the envelope with the money, creating a new layer of suspense. Now, the audience member opening the envelope experiences the same anticipation the rest of the audience feels while watching someone else open theirs: Is this the $100, or am I about to get a gag prize?
The gag prize became more than a joke, it became a way to build anticipation, create curiosity, and involve the entire audience in the reveal.
Deliverables (example Page)
Tools Used
Adobe Photoshop
Other Designs and work
