I think the idea struck us both at about the same time. I had been shooting improv comedy teams in NYC for quite awhile and my rep, Efrat, wanted to see what all the fuss was about. I took her to a show at the Peoples Improv Theater (The Pit) on East 24th Street. They have a brand new theater with a bar as a reception/lobby area and a stage with stadium-seating.

That’s me. Watching our guests watch the show.

It turned out that improv team Sid Viscous! (that’s viscous as in a thick and sticky liquid, not vicious as in cruel or violent) would be performing every Thursday in March and they were using a promo photo I had taken of them. We thought the show and some drinks would be a great gift for other creative professionals that we had been wanting to meet.

SidViscous! is truly remarkable. Quite funny.

My rep made me wear a name tag.

SV! was thrilled at the prospect and we worked out a deal with the theater to block off the show on March 24th and offer drink tickets to our guests.

I shot another promo campaign for the team complete with video to augment the photo they were already using. I printed some of my work to hang in the theater hallway. ME reps worked with The Pit on gift bags and custom-designed drink tickets. We mailed, emailed and phoned some invitations and had an event.