Black Swan State Theatre Company launches campaign for 2020 season

19 November 2019

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The campaign takes audiences on a road trip around Western Australia.

Black Swan State Theatre Company of WA has launched its 2020 Season, 'Stories from Here', with a campaign by Block bringing together the local creative community to showcase Western Australia’s diversity.

It was curated to take audiences on a road trip around Western Australia from the forest community of Manjimup to the historic inland town of York, the West Australian outback or the suburban streets of Perth.

“The places we will visit together in our 2020 Season hold stories that seep into the people that inhabit them: old stories told anew and new stories about who we are," Black Swan State Theatre Company of WA artistic director Clare Watson says.

“We love their idea of connecting with the work of local photographers, celebrating their images that reflect the diversity of Western Australian landscapes and stories. Block put a lot of work into sourcing these photographers and we are very proud of the result.”

To launch Stories from Here’ Block recruited emerging photographers to capture a mix of landscapes from outer-suburbia to the beach and bush: Chloe Bartram, Nick Cooper, Daniel Craig, Caleb ‘Salty’ Davenport, Simon Deadman, Kate Hulett and Sam Shields.

“Collectively, we wanted to create a campaign that couldn’t have come from anywhere else,” Block creative director Mark Braddock says.

“Black Swan’s mandate as a theatre company is to tell stories from here, or through a West Australian lens, so Block engaged the creative community to help us represent a myriad of views of all of WA.”

This dedication to local creativity extended to the selection of a custom typeface called ‘Westralia’ by Block designer Joseph Dennis, which takes its inspiration from local vernacular signage and old advertising including historic theatre playbills.

Internationally-recognised reportage and music photographer Sam Harris, now based in regional Balingup, shot the portrait series that features in the campaign.

Block brought everything together to create a campaign that takes inspiration from scrapbooks, travel journals, road directories and, even, old telephone books, with colour sampled directly from the land.

“It’s designed to feel very inclusive and approachable, as theatre should be. A lot of the work that’s created for theatre companies is beautiful and sophisticated and minimalist – but it feels interchangable,” Block designer Cameron Murray says.

‘Stories from Here’ builds on the success of Block’s 2019 campaign for Black Swan, ‘Where the Heart Is’, which was a collaboration with leading Western Australian visual artist Joanna Lamb.

The 2020 Season campaign will rollout over the coming year across print, outdoor, digital and social.


Client: Black Swan State Theatre Company of WA
Artistic Director: Clare Watson
Interim Executive Director: Danielle Norrish
Marketing Manager: Maria Sioulas
Marketing Coordinator: Chantel Dyball
Agency: Block
Creative Director: Mark Braddock
Art Director: Cameron Murray
Creatives: Cameron Murray, Rachel Boon
Motion Designer: Cameron Murray
‘Westralia’ Typeface: Joseph Dennis
Director of Strategy: Emma Watton
Account Director: Jane Jones
Account Manager: Shenelle Manwaring, Jessica Richings
Production credits
Portrait photography : Sam Harris (‘Wake In Fright’ by Ricky Gestro)
Landscape Photography/Art: Chloe Bartram, Nick Cooper, Daniel Craig, Caleb ‘Salty’ Davenport, Simon Deadman, Kate Hulett, Bradley Kickett, Sam Shields
Trailer Music: ‘Wide Open Road’ by The Triffids
Stylist: Chaka Leyla at The Wardrobe Archive
Hair & Make-up: Vikki Aldridge, Clare Mac

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