The Concept To bring ballet to the people and get rid of the misconceptions. Create an advertising campaign using reference imagery and photography taken from primary research. A survey was conducted to find the target audiences opinions on ballet, this then became the basis for our project The audience 20-30 year olds to experience ballet for the first time. Artwork used; photography, vectors, illustrations, typography and moving image Created artwork; flyers, programs, invitations/ tickets, online advertisements and home advertisements. The Royal Opera House already has a great range of advertisements and the style is something that has become a familiar platform for ballet. This project was to keep in line with a similar theme to make sure the familiarity wasn’t lost but was updated to draw the eye of younger viewers and to modernise the concept of the ballet.
Aditional Notes Bringing Ballet to The People could be conveyed in a number of ways by means displayed throughout this project and even more. As a guerilla marketing campaign something similar to a flash mob could be used. More on the terms of street art literally bringing parts of the ballet to the people, off the stage to engage with a younger audience in a situation they are familiar with. Street art is something wildely appreciated across a large platform and is often used as means of free advertising through viral videos being shared across the internet.
YCN Student Awards 2016/17 Submission
Royal Opera House
Ben Farr, James Moore, Joshua Storey
YCN Student Awards 2016/17 Submission
Royal Opera House
Ben Farr, James Moore, Joshua Storey
Posters These designs were created using a combination of typography and first hand photography using ballet students from the Northern Ballet School. The type used is meant to be bold and striking to draw the eye. Simple, modern and elegant to reflect the description of the ballet the campaign is giving trying to express.
YCN Student Awards 2016/17 Submission
Royal Opera House
Ben Farr, James Moore, Joshua Storey
YCN Student Awards 2016/17 Submission
Royal Opera House
Ben Farr, James Moore, Joshua Storey
Flyers, Programs and Tickets Using the reference photography illustrations were created and then made into vector imagery. The imagery stands alone with only the Royal Opera House logo in the top left as they are already striking enough and create such a powerful presence on their own. Type can be set on the back using the same background as the front so information can be conveyed.
YCN Student Awards 2016/17 Submission
Royal Opera House
Ben Farr, James Moore, Joshua Storey
YCN Student Awards 2016/17 Submission
Royal Opera House
Ben Farr, James Moore, Joshua Storey
Gifs and online advertisements Using inspiration from both the poster designs and the vectors, animations were created to bring artwork to life online and show movement. This is the first time type will be added to strikethrough misconceptions of ballet and then convey the correct message, e.g. boring striking.
YCN Student Awards 2016/17 Submission
Royal Opera House
Ben Farr, James Moore, Joshua Storey
Moving image advertisement Strikethroughs are used to convey the misconceptions of ballet and then relay the the actual message across. The video is only a short 10 second advertisement but it is meant to be quick and impactful. The concept can be put across multiple clips or extended.
YCN Student Awards 2016/17 Submission
Royal Opera House
Ben Farr, James Moore, Joshua Storey