Orlando Ballet • Summer Campaign
"Everything is beautiful at the ballet" - A Chorus LIne
As a little girl, I would collect my favorite prima ballerina's used pointe shoes and thumbtack them to my wall next to my Ballet themed posters and boombox playing with The Nutcracker Suite. I would dance on the playground at recess and pretend I was dancing with Baryshnikov, but I never had the "feet" to take it seriously. With that said, I may not be on stage, but I take any chance i can get to create original pieces for Ballet companies or art collectives around dance...
This was a passion project that connected my two loves, dance and fashion. I developed a program called "Pop-up Production", which develops high-end marketing and advertising campaigns for not-for-profit arts organizations.
The campaigns are executed by a collection of professionals that donate their time and resources and collaborate on a singular campaign, and then gift it to the arts organization.
The first on the list was the Orlando Ballet.
Photos & Video by © Carlos Amoedo 2012
Within 24 hours of the campaign launch, Neiman Marcus featured our campaign on both their Twitter page and Facebook wall garnering over 800 likes, 40+ shares and the views continue to grow...
Artistic Director Robert Hill (former principle dancer for ABT, New York City Ballet & The Royal Ballet)
The second phase of this campaign came as support collateral for the ballet school itself. A poster series was developed after spending an evening waiting in the wings of the Bob Carr Theater documenting the Orlando Ballet School recital. The moments that moved me more than anything, were the moments between the applause...before the dancers had their moment in the spotlight. I started to notice the desire in everyone of the student's eyes...watching each other with such admiration and support. I was reminded of my youth and the feeling that I could not wait to grow up to be something spectacular, that I wanted to impress my family and teachers...the path was my own and mine to lose. As an adult we learn how to work as a team, as a company. Our youth is a solitary journey, what we witness and learn will affect us all differently.
This concept was built off the Orlando Ballet "We Are A Movement" campaign. The company celebrates the teamwork and unification of a group effort. The school is there to celebrate individual achievements and ownership of one person, one child, one growing soul.
The campaign continues to grow and evolve. Merch has been developed as well as a series of sales & fundraising collateral. The movement has branched out to anyone who wants to adapt the tagline into their everyday life!
