Phillip Adams is the Founder and Artistic Director of Philip Adams Balletlab. Phillip Adams' career in dance and performance spans over 25 years as a vital contributor to the richness of Australian performing arts. Adams' works provide a crucial point of differentiation: an alternative modality, fearless choreographic practice and risk-taking approach to creation and presentation. Axeman Lullaby is a collaborative exploration and reflection on the physical and climatic characteristics of Australian wood chopping and early Victorian bush settlements. Capturing the essence of the performance, our campaign delivered a sold out season through an integrated campaign of outdoor, print, advertising and public relations.