3 Deep is a luxury branding and communications agency

Extraordinary brands for extraordinary people




In 2012, The Australian Ballet celebrated its 50th Anniversary. The season, a culmination of a three-year programming arc, featured several new commissions, the return of four iconic ballets, collaborations with large and small Australian dance companies, and a major international gala. 3 Deep were commissioned to establish a visceral and highly identifiable campaign supported by an extensive program of integrated communications.

At every level of the organisation, tradition and innovation go hand in hand.

Underpinning the need to attract new audiences in a highly competitive entertainment market, the strategic and creative programs helped solidify the purpose, vision and values of the organisation. The revitalised brand identity captured a confident company significantly taller and more culturally diverse than ever before.

An integrated ATL and TTL campaign of outdoor, print, digital and publishing captured the energy, excitement and diversity of the company while targeted communications sought to excite existing and discerning consumers while captivating and stimulating emerging patrons, partners and media.

Related Projects



    Concord was part of the The Australian Ballet’s contemporary programme for 2009, made up of one existing ballet and two brand-new commissioned works from Alexei Ratmansky and Wayne McGregor. Our challenge was to create a split campaign to market to both contemporary and classical markets.

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    British Liaisons

    In 2011 and 70 years after its premiere, The Australian Ballet presented British Liaisons, a cut-throat spectacle of sharp choreography set to a thrilling score. Presenting the work of three generations of acclaimed choreographers, our challenge was to create a campaign that payed homage to the diversity and spectacle of the programme.

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    Edge of Night

    Stephen Baynes has been referred to as the poet of The Australian Ballet, and during his 15-year tenure as resident choreographer, presented works that were aesthetically sublime, achingly melancholic, and technically exquisite. Tim Harbour, meanwhile, was one of Australian choreography’s fastest-rising stars. Edge of Night teamed two of Stephen’s masterworks with Tim’s much-anticipated mainstage debut.

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