american ballet theater SPRING 2017

In advance of their anticipated Spring 2017 season, the American Ballet Theater approached playworkgroup to develop a video campaign for TV and social audiences and to deploy digital marketing on strategic platforms. Working in tandem with the company’s executives, we honed in on a simple yet striking concept designed to showcase the performers’ dramatic moves, remarkable grace and incredible costuming. From campaign concept and creative direction to casting and venue logistics to videography and original music, playworkgroup served as an extension of ABT’s marketing arm and delivered a visually arresting piece that aired nationally in key markets, as well as in a targeted digital campaign.