Taylor Swift or Shakespeare?

I am generally anti-brand trend-chasing. But sometimes we die the hero or live long enough to become... The most viral moment in an institution’s history.

When Taylor Swift released The Tortured Poets Department, I had an idea: Taylor Swift lyric or Shakespeare quote? We were the Guthrie Theater.

We were doing Shakespeare. One plus one will always equal two.

So, I started pulling Taylor Swift lyrics and Shakespeare quotes that could reasonably be mistaken for each other. Then I recruited people.

I worked across departments at the Guthrie to get actors and staff involved, coordinated filming, asked the questions, shot and edited the videos, and turned the idea into a series.

One of them earned 180K+ likes, 6,600+ saves, and 3,400+ shares.

While I was at the Guthrie, I was constantly looking for the overlap between what was happening inside the theater and what people were already talking about online.