Stop and look.
A poster needs to do one thing: make you stop and look. My goal is always to create an arresting image that makes you want to know more about the show. I imbue each design with emotion and smart references to the play and its themes, but I try not to make anything too obvious. I want it to evoke the play rather than scream. If you don't get the references, I'm ok with that. I just want you to be curious. After you've seen the show and come across the poster image again, I hope you'll say, "ah, now I see what he did there." And then sometimes I just want it to be a beautiful image.
Image descriptions: the photo carousel on this page features some of my posters appearing across the country, from LA to the Bay Area to Broadway.