Collab: Research & Initial Ideas

Considering that the final aim of this was to create an effective advertising campaign, I looked into current campaigns that I thought did this.

The brief talks a lot about dispelling judgments about ballet that are already embedded within society such as it's too expensive, it's only for old people, it's just girls in tutus etc. This is what we want to change with our campaign, proving that ballet is much more than tights and tutus. We wanted to make a point of how a lot of emotion, talent and hard work goes into ballet and to make people appreciate it as an art form like anything else such as an exhibition, gig, theatre etc.

An idea was to possibly expose the behind the scenes of ballet, showing each aspect that goes into every stage of a performance; the composers, the choreographers, those who create the costumes & props etc. to show to those who we're appealing to that ballet is like any other form of art, a lot of hard work and dedication goes into it.

Another idea was to see the individual aspects of ballet as other things that people already appreciate and idolise other role models such as athletes, muscians or artists. Suggesting to people that you aren't just going to see the ballet you're going to see athletes (ballet dancers), musicians (orchestra) and artists (prop, set, costume designers).