Case Studies

Mean Girls: Video Spot

Three of the characters from mean girls standing next to each other.


The hit Broadway musical Mean Girls announced a long-anticipated production in the West End. In addition to the upcoming stage production, the new movie musical adaptation of Mean Girls was also released globally in cinemas in early 2024. The opportunity was to leverage the global brand of Mean Girls, and connect the new West End production back to fans of the original 2004 movie, theatre fans and new Gen Z audiences who are discovering Mean Girls for the first time. We needed to unite OG fans with the new stans and elevate our UK production and cast all at the same time.  

What We Did

Creative Strategy


Video Shoot

Post Production

Organic Social Media


We created a cast announcement campaign which captures the love for these iconic characters while bringing them up-to-date, while positioning the material as relevant for 2024 audiences. We distilled the energy of Mean Girls into a short and snappy video spot that introduces audiences to the Plastics, and our UK cast, all while capturing the show’s signature humour and building anticipation ahead of the musical’s London debut. 

Situation concepted, shot and produced an original video spot, with a script written in-house at Situation, in collaboration with the musical’s creative team. The resulting video was used in a mass market and multi-channel marketing campaign. This was a true team effort working collaboratively with external partners and engaged every facet of the Situation team inclusive of designers, video directors and editors, copywriters, creative directors and social media managers.