3 Deep is a luxury branding and communications agency

Extraordinary brands for extraordinary people




The Australian Ballet is one of the world’s premier ballet companies delivering extraordinary performances for over 50 years. Concord was part of the company's contemporary programme for 2009. Composed with 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.

From Russia, England and Spain, Concord gathered three of the most exciting choreographers working in ballet. Alexei Ratmansky, Wayne McGregor and Nacho Duato delivered a sophisticated dance experience that fused the classical with the contemporary.

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

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    Mr B

    As prolific as he was influential, Balanchine created over 400 known works, founded the New York City Ballet and choreographed for Hollywood productions and Broadway musicals. In 2004, The Australian Ballet celebrated the centenary of his birth with a spectacular triple bill of some of his best loved masterpieces, each showcasing a different facet of his genius.

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    Since its debut at the Paris Opera in 1841, Giselle has become one of the world’s most popular ballets, most notably since the influential Marius Petipa’s landmark interpretation in the late 19th century. Programmed as the heritage work within the 2006 season, 3 Deep were commissioned to establish a campaign that captured the spirit of the performance. 

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    50th Anniversary Season


    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.

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