Interpretation of the brief based on interests, and requirements.
Brief: Encourage culturally engaged young people to experience ballet for the first time.
Based on the big human themes: Life, Love, Death, Loss, Passion, Joy, Anger and Humour create a narrative based campaign that relates to everyday life.
Highlight the beauty of the Art form bringing together the world of ballet, world class composers, conductors, dancers, writers, artists, technicians, craftsmen, and administrators. As well as the iconic theatre.
Answering the questions of why people don't see ballet relates to them.
What people think now -
Old fashioned, tutus, musically dry, formal, not relevant to contemporary life.
For the wealthy middle England ,
Needs an understanding of the language of choreography to understand or enjoy it.
Just for girls
Men in tights
What they want to be communicated -
Exciting, alive, a thrill to watch.
A modern and energetic art form
deals with human themes
draws influences from a wide range of sources - fashion, literature, rock/pop.
There are no rules
Considerations
working across print and digital as well as social media.
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