Make some noise.
Creative content
Teasers, cast moments and behind-the-scenes content that build buzz and fandom.
We are storytellers, collaborators, and champions of inclusive narratives.
With decades of digital and theatrical experience, our small but mighty team crafts authentic content that actually sparks connection, builds community, and moves culture forward.
From creative development and production to influencers, community management, audience engagement, fandom building, paid social creative, creative media assets, and digital strategy, we help brands show up authentically and turn audiences into engaged, loyal communities.
Good friends. Big ideas.
The creative, content and connections that bring audiences closer.
Roll with us.
Video production
In-house trailers, production b-roll, reels and bite-sized cast content.
Know the right people.
Creators & tastemakers
Connect with trusted voices, from Broadway fans to cultural and community tastemakers.
Keep the conversation going.
Community & monitoring
Community engagement and social listening that keep you close to the conversation.
Stop the scroll.
Paid social creative
Scroll-stopping visuals, sharp hooks and memorable lines for paid social campaigns.
Make yourself at home.
Websites, CMS & SEO
Website design, thoughtful UX, CMS content and search-friendly articles.
When you partner with us on video, you’re investing in a bespoke production experience built around your goals. From high-performing TikTok series to animated green-screen shoots and multi-camera productions, we tailor every detail to deliver content that works as hard as you do.
HOW WE MAKE IT HAPPEN
PRESS PLAY.
FEEL SOMETHING.
B-Roll
TV Spots
Trailers
Live Coverage
Original Series
Live Streams
Pirates (A Penzance Musical)
Super Awesome Friends used five cameras to capture all the thrilling moments in this large-scale ensemble musical and edited a trailer that helped fuel ticket sales.
One of Roundabout’s most viewed videos of the year.
Water For Elephants Tour
We were tasked with creating a TVC to support the Water For Elephants tour on a tight budget. Using a combination of green screen and VFX we were able to recreate the visual excitement of the live show without actually having a set.
My Son’s A Queer
A great example of how SAF comes up with creative ideas that build off the DNA of a show.
Glengarry Glen Ross Opening Night
Two cameras, multiple phones and a unique, celeb-driven activation allowed us to create a sizzle that drops viewers into the excitement of opening night on Broadway.
Our Town
SAF conducted interviews with cast and creatives throughout the run of Kenny Leon’s Our Town, which we were able to craft into a mini-documentary about the process of breathing new life into this classic.
Telly Award winning series
Our creative studio partners with you to build a strong branding foundation. Whether it lives online, on mobile, or in real life, our thoughtful designs are the building blocks to connect with audiences and inspire genuine engagement and spark buzz.
HOW WE MAKE IT HAPPEN
BIG IDEAS.
BOLD MOVES.
Brand Development
Digital Design
Website Creation
Creative Production
Motion Design
Beaches, A New Musical
SAF’s creative studio designed and developed a website for Beaches that welcomed audiences into the world of the show while making it simple and easy to purchase tickets. Accessibility options enable all visitors to use the site, while robust tracking and analytics ensure that UX/UI functionality is on track.
Melissa Etheridge: My Window
SAF worked closely with Melissa Etheridge and her team to create key art for her New York residency, first performed Off-Broadway, and then pumped it up for the Broadway engagement. The art leaned into Etheridge’s folk rock roots and moving personal storytelling while celebrating the groundbreaking residency.
Cellino v. Barnes
SAF carried the irreverent, raucous, and nostalgic feeling of Cellino v. Barnes into the paid media campaign to reach non-traditional theatregoers, comedy fans, and NY locals. By activating a wide breadth of creative, any poorly performing ads were removed quickly with minimal spend, and by changing it up often, the campaign as a whole avoided becoming digital wallpaper that viewers’ eyes glossed over.
Ginger Twinsies
Ginger Twinsies, The Parent Trap Parody (legally speaking) took up residence at Orpheum Theatre in the East Village. Making use of the heavy foot traffic on 2nd Avenue, we created a simple front of house design that quickly and easily shared the “Parent Trap” messaging, even from across the street. We worked closely with the print shop to create 4 foot tall die-cut wigs for a little extra sparkle.
Swipe or use the arrow keys to explore.
We partner with Creators that audiences already trust.
Across Meta, TikTok, Reddit, and review-driven platforms, we activate authentic voices through smart strategy, clear KPIs, and hands-on campaign management — building credibility, generating buzz, and driving real action.
How we make it happen
The right voices.
The full picture.
UGC Campaigns
Creator Seeding
Gifting Programs
Licensing
Amplification
Reviews
The Tony Awards
Super Awesome Friends partnered with the American Theatre Wing to bring ten creators to the Tony Awards, educating fans on how to watch Broadway’s biggest night. Influencer content, including backstage access and rehearsal moments, reached 3.2 million views and generated $600K in earned media value pre-telecast.
Attendees: 11
Posts: 195
Impressions: 12.6 million
Earned Media Value: $1.1 million
Mercer Labs
Super Awesome Friends was brought on during Mercer Labs’ preview period to build brand awareness among New York City residents and tourists. By identifying macro creators in the NYC Things to Do and Lifestyle categories, we were able to provide 6 million impressions for the new experience in under three weeks.
Attendees: 11
Posts: 29
Impressions: 6.05 million
Earned Media Value: $177k
Hell’s Kitchen
SAF’s Reader Review program invites audiences to attend a show with two complimentary tickets in exchange for posting honest reviews on platforms like Facebook, Reddit, ShowScore, and Tripadvisor. These authentic reviews boost credibility, improve search visibility, provide social proof, inform future audiences, and support ticket sales and marketing efforts.
Attendees – 100
Total Posts – 149
Percentage of 4 & 5 Star Reviews – 96%
Beaches, A New Musical
The collaboration
Our work for Beaches brought together:
- Key Art
- Social Media Strategy
- Audience Insights and Sentiment
- Video Production
- Website
- Motion Design
- Influencer outreach
- UGC Campaigns
- reader reviews
- Creator Seeding
- Gifting Programs
- SEO copywriting
- Google knowledge block
A welcoming digital home
SAF’s creative studio designed and developed a website that welcomed audiences into the world of Beaches while making it simple and easy to purchase tickets.
Built around the audience
- A clear, usable path to purchasing tickets.
- Accessibility options to help visitors use the site.
- Tracking and analytics to monitor the website’s user experience.
Website design and development by SAF.
American Buffalo
A revival of American Buffalo at Circle in the Square Theatre.
The collaboration
- Social Media Strategy
- Influencer Outreach
- B-roll
- Trailer
- Social Video
- UGC Campaigns
- Creator Seeding
- Gifting Programs
- Licensing
- Amplification
- Reader Reviews
American Theatre Wing
A theatre nonprofit that supports artists, invests in new work and celebrates excellence through programs including the Tony Awards.
The collaboration
- Tony Awards Social Media
- The Wing Minute
Annie
View selected work on Instagram ↗ (opens in a new tab)
The beloved family musical about an optimistic young orphan whose search for a home changes the lives around her.
The collaboration
- Key Art
- Social Media Strategy
- Audience Insights and Sentiment
- Video Production
- Website
- Motion Design
- Influencer Outreach
- UGC Campaigns
Are You Now or Have You Ever Been
Eric Bentley’s documentary play about the Hollywood blacklist and the House Un-American Activities Committee, directed by Anna D. Shapiro for its 2026 New York production.
The collaboration
- Social Media Strategy
- Production B-roll
- Trailer
- Audience Insights and Sentiment
- Video Production
- Website
- Motion Design
- Influencer Outreach
The Ask
Matthew Freeman’s two-person play about a donor and a young fundraiser whose meeting exposes generational differences beneath their shared politics.
The collaboration
- Brand Design
- Trailer
Ramp: Bill Pay The Musical!
View selected work on Instagram ↗ (opens in a new tab)
Ramp’s one-night theatrical event at the Broadhurst Theatre, turning bill payments into a musical comedy starring Billy Porter and Billy Zane.
The collaboration
- Key Art
- FOH
- Hero Content
Bob Fosse’s Dancin’
The 2023 Broadway revival celebrating Bob Fosse’s choreography and the expressive power of dance.
The collaboration
- Social Media Strategy
Broadway’s Best Shows
A theatre editorial platform featuring Broadway stories, interviews, reviews and the Spotlight on Plays series.
The collaboration
- Brand Design
- SEO Writing
- Video
Cellino v. Barnes
An Off-Broadway comedy inspired by the rise and breakup of the personal-injury law partnership Cellino & Barnes.
The collaboration
- Paid Media Creative
- Digital Design
Chez Joey
A reimagining of Pal Joey, pairing the Rodgers and Hart songbook with a new book by Richard LaGravenese.
The collaboration
- Social Media Strategy
Company
Marianne Elliott’s reimagining of Stephen Sondheim and George Furth’s musical about relationships, with Bobbie at the center.
The collaboration
- Social Media (content and social marketing)
The Conversation
An intimate musical about love and communication, starring Joshua Henry and Julia Harriman with a score blending soul, R&B and pop.
The collaboration
- Key Art
- Trailer
- Original Series
- Social Media
- Event Coverage
- Influencer Outreach
- Paid Media Creative
- CRM
Copperfield! The New Musical
Jeffrey Scharf’s new musical, directed and choreographed by Gabriel Barre for its engagement at The Duke on 42nd Street.
The collaboration
- Key Art Update
- Trailer
- Social Media
- Paid Media Creative
The DiscOasis
An immersive roller-disco experience combining skating, theatrical performance and music curated by Nile Rodgers.
The collaboration
- Social Media (content and social marketing)
- Paid Media Creative
- Influencer
- Video
Emergence
Patrick Olson’s live performance combining music, spoken word and psychedelic imagery to explore how we understand reality.
The collaboration
- Key Art
- Paid Media Creative
- FOH
- Social Media Strategy
- Motion
- Video
- B-roll
- Influencer Outreach
Fat Ham
James Ijames’ comic reimagining of Hamlet, following Juicy as family expectations and the demand for revenge collide.
The collaboration
- Social Media (digital content and community)
Ginger Twinsies
Kevin Zak’s irreverent Off-Broadway parody of The Parent Trap, packed with nostalgia, camp and unexpected twists.
The collaboration
- Key Art Evolution
- Paid Media Creative
- FOH
- Social Media Strategy
- Motion
- Video
- B-roll
- Influencer Outreach
Girl from the North Country
Conor McPherson’s musical weaving Bob Dylan’s songs into a story of family, heartbreak and hope.
The collaboration
- Content
- Integrated Experience Marketing
- Influencer Outreach
Glengarry Glen Ross
The 2025 Broadway revival of David Mamet’s play, starring Kieran Culkin, Bob Odenkirk and Bill Burr.
The collaboration
- Social Media (content and community)
- Video Production
- Live Coverage
The Great Society
Robert Schenkkan’s historical drama following Lyndon B. Johnson’s presidency and the political struggles of the 1960s.
The collaboration
- Content
- Social Media
- Experiences
Harry Potter and the Cursed Child
The stage continuation of the Harry Potter story, following Harry’s family and a new generation of young wizards.
The collaboration
- Influencer Outreach
Hell’s Kitchen
A New York coming-of-age musical inspired by Alicia Keys’ life and music, following a young woman discovering her voice.
The collaboration
- Reader Reviews
- Paid Social Creative
- Content Seeding
- Social Media Strategy
The King’s Critique
A musical comedy by Nat Zegree and Eric Holmes about a woman determined to overturn a king’s ban on women performing onstage.
The collaboration
- Social Media
Left on Tenth
Delia Ephron’s stage adaptation of her memoir about loss, illness and finding love again, starring Julianna Margulies and Peter Gallagher on Broadway.
The collaboration
- Social Media (digital content and community)
Manhattan School of Music
A New York conservatory training musicians and musical theatre performers through performance-centered education.
The collaboration
- Video Production
Maybe Happy Ending
A romantic musical about two retired helper robots who discover connection and the possibility of love.
The collaboration
- World-Building Brand Development
- Digital Design
Melissa Etheridge: My Window
Melissa Etheridge’s intimate theatrical concert, sharing her life story through music and personal storytelling.
The collaboration
- Key Art
The creative
SAF worked closely with Melissa Etheridge and her team to create key art for her New York residency, first performed Off-Broadway, and then pumped it up for the Broadway engagement. The art leaned into Etheridge’s folk rock roots and moving personal storytelling while celebrating the groundbreaking residency.
Mercer Labs
A downtown Manhattan museum combining art and technology through immersive, interactive installations.
The collaboration
- Influencer Outreach
- Creator Seeding
The Minutes
Tracy Letts’ dark comedy about a small-town council meeting that exposes unsettling truths beneath civic routine.
The collaboration
- Social Media (digital content and community)
Monet’s Garden
An immersive art experience using projections and multimedia to explore Claude Monet’s paintings and inspirations.
The collaboration
- Digital Marketing
Moulin Rouge! The Musical
The stage adaptation of Baz Luhrmann’s film, bringing its Parisian love story to life through pop songs and theatrical spectacle.
The collaboration
- Influencer
My Son’s a Queer (But What Can You Do?)
Rob Madge’s autobiographical solo show celebrating childhood theatrical ambition, queer identity and family support.
The collaboration
- Trailer
- Social Media Strategy
National Black Theatre
A Harlem-based theatre institution championing Black storytelling, developing artists and producing new work.
New York, New York
A Broadway musical inspired by the film, featuring songs by John Kander and Fred Ebb with additional lyrics by Lin-Manuel Miranda.
The collaboration
- Social Media (digital content and community)
Ohio State Murders
Adrienne Kennedy’s play about a Black writer returning to her university to confront the violence and racism in her past.
The collaboration
- Social Media (content and community)
Our Town
Kenny Leon’s 2024 Broadway revival of Thornton Wilder’s classic, led by Jim Parsons as the Stage Manager.
The collaboration
- Social Media (content and community)
- Video Production
- Original Series
Pictures from Home
Sharr White’s stage adaptation of Larry Sultan’s photo memoir, exploring an adult son’s relationship with his parents.
The collaboration
- Social Media (content and community)
PlayCo
A New York theatre company developing and producing contemporary plays from the United States and around the world.
The collaboration
- Key Art
- Trailer
- Social Media Strategy
- Paid Media Creative
Plaza Suite
The Broadway revival of Neil Simon’s comedy starring Sarah Jessica Parker and Matthew Broderick.
The collaboration
- Social Media Strategy
- Video
- Live Event Coverage
- Community Management
Purlie Victorious
The Broadway revival of Ossie Davis’ satirical comedy, directed by Kenny Leon and starring Leslie Odom Jr.
The collaboration
- Social Media (digital content and community)
RiseNY
A New York attraction combining immersive galleries with a simulated flight over the city’s skyline.
The collaboration
- Social Media Strategy
- Influencer
- Paid Media Creative
Romy & Michele
The musical adaptation of Romy and Michele’s High School Reunion, celebrating friendship, reinvention and the film’s offbeat humor.
The collaboration
- Social Media Strategy
- Video Production
- Creative Production
- Paid Media Creative
- Influencer Outreach
Roundabout Theatre Company
A nonprofit New York theatre company producing classic revivals and new plays and musicals on and off Broadway.
The collaboration
- Video Production
- B-roll
- Trailers
Pretty Guardian Sailor Moon: The Super Live
A live stage production bringing the world of Pretty Guardian Sailor Moon to audiences through music, dance and performance.
The collaboration
- Social Media Strategy
- Video Production
- Creative Production
Sesame Street the Musical
A family stage musical bringing Sesame Street characters together with familiar songs and new musical numbers.
The collaboration
- Social Media Strategy
- Paid Media Creative
- Influencer
The Sound Inside
Adam Rapp’s two-person drama about an isolated writing professor and a student whose relationship takes an unexpected turn.
The collaboration
- Creative Content
- B-roll
- Integrated Marketing
The Sound of Music
Rodgers and Hammerstein’s musical about Maria and the von Trapp family, brought to audiences on its North American tour.
The collaboration
- Social Media Strategy
- Social Content
Monty Python’s Spamalot
The musical comedy adaptation of Monty Python and the Holy Grail, following King Arthur and his knights on an absurd quest.
The collaboration
- Social Media (content and community)
- Influencer Outreach
Telecharge
View selected work on Instagram ↗ (opens in a new tab)
The Shubert Organization’s ticketing service for Broadway, Off-Broadway and other live events.
The collaboration
- Social Media Strategy
- Campaign Development
Tony Awards
Broadway’s annual awards celebration, presented jointly by the American Theatre Wing and The Broadway League.
The collaboration
- Social Media Strategy
- Live Social Coverage
- Video Production
- Influencer Outreach
- Creator Seeding
Recognition
Webby Award Winner
The Town Hall
A New York performance venue presenting concerts, comedy, conversations and civic and educational programming.
The collaboration
- Social Media Strategy
- Live Event Coverage
Water for Elephants
Broadway and National Tour: A musical adaptation of Sara Gruen’s novel about a young man who finds love and a new life with a traveling circus.
The collaboration
- Social Media (digital content and community)
- Video Production
- TV Spots
We keep your brand aligned with what’s happening now — and what’s coming next. With a sharp eye on emerging trends and a deep understanding of culture, we lead campaigns through bespoke content that feels timely, authentic, and unmistakably you. From brand voice to meaningful connection, we keep your brand front and center.
HOW WE MAKE IT HAPPEN
STOP THE SCROLL.
START SOMETHING.
Platform-Led Social Strategy
Community Growth & Management
Motion, Editing & Visual Design
Live Social Coverage
Audience Insights & Sentiment
Brand Copy Storytelling
SEE OUR WORK
Water For Elephants
Knowing that the backstage mechanics of this show mirrored the plot of the show, we created bespoke behind the scenes content that extended beyond just cast antics and personalities, but expanded the world of the show.
Picked up by other Broadway publishing platforms like Playbill and BroadwayWorld.
Sound of Music
Social content focuses on awareness and engagement by leaning into the nostalgia and love people have for the title while also bringing it into today’s social landscape through engaging content featuring cast and trends, making this a tour you’d want to follow.
First 5 months of tour:
1.8M engagements
32.3M impressions
28.9M video views
40k followers across 4 platforms
Tony Awards
Celebrated the theatre season through curated interviews, and BTS social content that encouraged social media engagement, increased tune-in awareness and viewership and positioned the Tony Awards as a must-see event for theatre lovers, performers, and culture enthusiasts.
Tony Awards Weekend stats:
5.2 billion social impressions
3.4 million views on TikTok since Sunday morning
29.9 million views on Instagram since Sunday morning
171k new followers across owned channels since Friday
161,900 mentions (up 75% from 2024)