New York City Ballet
New York City Ballet is one of the foremost dance companies in the world, with a roster of spectacular dancers and an unparalleled repertory. We created a long running campaign that presented classical dance in a new context and helped the ballet attract a new audience.
Over a 10 year period we photographed dancers in New York City’s most iconic locations and some of its hidden gems. Each year we chose a different photographer who created their own interpretation of classical ballet, giving the campaign a unique feel that bordered on fine art.
The New York City Ballet campaign ran in full page New York Times ads, bus kiosks throughout the city and Times Square billboards.
Our work for the ballet helped attract a new audience while still appealing to the ballet’s traditional subscribers.
The Balanchine 100 Celebration
Logo for a year-long festival honoring New York City Ballet’s founder.