Seasonal Campaign, '19
Integrated omni touchpoints including: TV, Email, Site, Mobile, Digital Paid Media, In-Store Signage, and Featured Digital Experience
The mission was to change the perception of ballet, from a position of elegance to athleticism. Ideally the campaign would reveal the grit and the glory of the journey, detailing the extensive training required to prepare for the stage. My contribution included content creation concept, digital design direction, and brand strategy in overall architecture of campaign creative.
Data and consumer research showed that participants were intimidated by ballet and its programming. The NYCB was faced with customer attrition and an inability to obtain a younger audience. The goal was to change the public's perception of what ballet is about.
Create a campaign focused on athleticism and the individualized journeys of actual New York City Ballet dancers. Bring an authentic approach to ballet, pique interest amongst new audiences, thereby acquire a broader customer base.
Here is how it came to life.