Campaigns / Edge of Night

the australian ballet

Edge of Night

The brief

When Stephen Baynes' Molto Vivace first premiered, the Handel score was accompanied by the sound of dropping jaws. Boldly colourful, playful and laugh-out-loud funny, it showed the future of ballet was very bright. Molto Vivace, a musical term meaning very lively, takes as its starting point the works of two French Rococco artists - Watteau and Fragonard. Our brief was to capture the essence of the season and establish a compelling, image driven campaign to excite existing and discerning markets, while captivating new consumers.

The solution

An integrated campaign of outdoor & print that captured the emotion, narrative and elegance of the season.

What they said

"Molto Vivace is vivacious, mouth-wateringly colourful and as shiny as a summer morning" – Herald Sun

About our client

Founded in 1962, The Australian Ballet is one of Australia’s flagship arts companies, and one of the busiest ballet companies in the world. Each year, the company presents approximately 200 performances in cities and regional areas around Australia, in addition to regular international touring. The Australian Ballet’s diverse repertoire reflects the company's vision: caring for tradition, daring to be different. The Australian Ballet perform works from the classical repertoire as well as contemporary works and commissions.

Departments activated

Planning, Creative, Image making, Communication