2023 Season Campaign
Paul Taylor Dance Company is a modern dance company based in New York City. It was founded in 1954 by dancer and choreographer Paul Taylor (1930—2018).
The Company has performed in more than 600 cities in sixty-six countries, including landmark tours and engagements in North and South America, China and the Far East, Great Britain, Eastern and Western Europe, Scandinavia, Africa, India, and the Middle East.
In 2015, Taylor began a new program called Paul Taylor American Modern Dance, where works of modern dance by choreographers other than Taylor are included in the Company’s annual season at the Koch Theater at Lincoln Center.
Michael Novak was appointed artistic director designate by Taylor in the spring of 2018 and took over as artistic director in September 2018 after Taylor died.
2023 SEASON CAMPAIGN
Lincoln Center New York
The marketing and advertising campaign for the Company’s annual season at the Lincoln Center in New York City.
The media plan covered various media buys such as outdoor, online, social media, and print advertising.
The challenge was presenting the Company in a fresh way every year while capturing and maintaining Taylor’s uniqueness.
2020 Season Campaign
The Santa Fe Opera is located 7 miles north of Santa Fe, New Mexico. Equally known for the caliber of its productions and for its glorious setting unmatched anywhere in the world, the Santa Fe Opera provides an unforgettable experience for all visitors, first-time audiences, and opera-lovers alike. Audiences are treated to a grand 360-degree vista of the high desert and world-class artistry on stage. More than 2,000 performances of nearly 170 different operas have been given here, including 16 world premieres and over 40 American premieres. The present theatre was designed by Polshek Architects (now Ennead Architects) of New York and completed for the 1998 season.
One of the biggest challenges for any performing arts organization is to create a new look & feel for each season that would be compatible and respectful to the institutional brand. One of its functions is to signal a newness of the season with fresh, captivating energy. The design process typically starts when all opera productions are in early stages with no visual reference available. That leads to a purely abstract approach that could coexist with opera artworks coming later in a process and also function as a unifying visual component for the season. In 2020, origami-style folding shapes took on this role. Each surface offered different colorful patterns representing the incredibly wide range of artistic disciplines so characteristic for opera art.
Institutional Season Campaign
ABT is a best-in-class representative of classic ballet, creating a tradition of passion, innovation, and athleticism that transcends cultural boundaries and touches the soul of ballet lovers.
Based in New York City it has an annual eight-week season at the Metropolitan Opera House (Lincoln Center) in the spring and a shorter season at the David H. Koch Theater in the fall. For the rest of the year the company tours around the world.
