Miami City Ballet
Miami City Ballet is internationally regarded as a premiere dance company. Unfortunately, they didn't get that same kind of recognition in their own hometown. We were hired to help make classical dance part of the culture of south Florida.
Instead of using performance photos we used the dancers as a way to connect people to ballet—showing the hip, young, athletic side of classical dance.
The approach to the imagery was provocative yet tasteful, meant to be a way for people to connect to an artform they weren’t familiar with.
The campaign helped the ballet improve its overall image and communicate a youthful, athletic energy.
