Ballet takes people away from the everyday, a feeling that inspired the theme for West Australian Ballet’s 2024 Season ‘The Discovery'.
In partnership with VML, West Australian Ballet worked with photographer Jason Capobianco to bring the sensation of the 2024 theme to life.
‘The Discovery’ concept explores how ballet takes audiences someplace else. It can inspire them, show them the unexpected, and make them pause for reflection.
To bring this to life in the campaign, mirrors and dynamic colours were used to create reflections of West Australian Ballet’s dancers, letting the viewer into their magical worlds from all angles.
Each pose was crafted to be ‘ballet-perfect,’ meaning that just like a ballet – the shoot was a tight collaboration.
VML and The West Australian Ballet design team and photographer Capobianco had to respect and trust each other’s craft and role.
This involved shooting the reflections in camera a multitude of different ways while also experimenting with how new outfits and camera-angles affected the photograph and the dancer alike.
West Australian Ballet’s head of brand, Tarmianne Marshall, says VML was tasked with a tricky brief and challenging timings for this year’s campaign.
“Our long partnership, though, meant we were able to collaborate quickly and still create a stunning, pristine theme reflecting the same passion, beauty and inspiration as our performances,” she says.
Gavin Bain, VML AUNZ chief consulting officer and Perth managing director says the VML team love working on the West Australian Ballet Season creative platform each year.
“Working alongside Tarmianne and the team as it rolls out across the year is a highlight. Ballet at the Quarry has already been a huge success and we're looking forward to helping drive brand connection and ticket sales across the year,” he says.
The Season 2024 ballets are: Metamorphosis: Ballet at the Quarry; La Bayadére: The Temple Dancer; State: Contemporary Vision; Genesis; Romeo & Juliet and The Sleeping Beauty.
Credits:
West Australian Ballet
Head of Brand: Tarmianne Marshall
Photographer – Jason Capobianco
VML Perth
Account Manager: Caitlyn Donnelly
Senior Account Director: Lauren Moss
Head of Strategy: Barry Walker
Designer: Jaz Baker
Design Director: Melissa Radman
Creative Leads: Paula Keamy and Tim Newton
Senior Producers: Miryana Velyanovski, Sarah Parsons, Anita Swami
Studio Finished Artist: Phil Chapman and Sarah Cameron
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