The Australian Ballet's 2010 Season focussed on founding artistic director Dame Peggy van Praagh and her influence on the early years of the company. It also signalled the start of a three year celebration arc as the company moved toward its 50th Anniversary. Under the stewardship of Artistic Director David McAllister AM, 3 Deep were asked to establish a highly visceral campaign to help position the season, excite existing and discerning consumers, while captivating and stimulating emerging patrons, partners and media.
Underpinning the need to attract new audiences in a highly competitive entertainment market, the campaign helped position the season, excite existing and discerning consumers, while captivating and stimulating emerging patrons, partners and media.
An integrated campaign of ATL and TTL outdoor, print, digital and publishing initiatives captured the energy, excitement and diversity of the company while announcing the launch of the 2010 season.
The 2010 Season included the encore season of Peter Wright's extravagant and tradition The Nutcracker, the return of Coppélia and the Silver Rose along with an Australian full-length premiere from Graham Murphy. As such, our approach to image making and art direction had to capture an incredibly diverse and eclectic repertoire.
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