3 Deep is a luxury branding and communications agency

Extraordinary brands for extraordinary people




Since its debut at the Paris Opera in 1841, Giselle – a haunting tale of lost love – has become one of the world’s most popular ballets, Giselle owes its creation to French writer Theophile Gautier who read German poet and writer Heinrich Heine’s story of the Wilis. He was greatly inspired by the tale of spirits of girls who died unmarried and haunted the woods to take vengeance on the men who had betrayed them. 3 Deep were commissioned to establish a campaign to help position the work and capture the imagination of existing and emerging patrons, partners and media.

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

In Maina Gielgud’s much-loved and extraordinarily beautiful production, Giselle once again proved a favourite with fans of traditional ballet twenty years on from its world premiere in Adelaide in 1986.

One of the most beautiful ballet productions in the world today – The Washington Times.

Related Projects


    2014 Subscription Season Campaign

    The Australian Ballet was founded in 1962 and in 2012 celebrated 50 years as Australia’s best known and most successful arts organisation. As always, 3 Deep's challenge was to position the season, excite existing and discerning consumers, while captivating and stimulating emerging patrons, partners and media.

  • 34

    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.

  • 94

    Interplay Campaign

    In 2008 The Australian Ballet presented Interplay, a programme that harnessed the collaborative spirit of the Ballets Russes to pair three world class choreographers with three giants of Australian music to create three new works. 3 Deep were commissioned to establish a highly identifiable campaign that captured the spirit of the programme.

Share this