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.

Reopening Campaign

Advertising Campaign

The BMA is home to an internationally renowned collection of art that ranges from ancient Antioch mosaics to cutting-edge contemporary art. While founded with a single painting, today the BMA has over 95,000 works of art—including the largest public holding of works by Henri Matisse.

Exhibition Campaign

The Armory Show at 100 exhibition marked the 100th anniversary of the 1913 International Exhibition of Modern Art held in New York City at the Lexington Avenue Armory. The 2013 show brought together again the legendary artwork and explored the impact of the 1913 exhibition through the milieu of New York City and how its influence still reverberates today.

It was important to keep in mind that the campaign needed to be more provocative graphically than for the Museum’s usual history-oriented exhibitions and yet still have a historical context. Using the word “revolution” as a thematic reference point, the creative team focused on avant-garde French and Russian posters of the era that complemented the word. We found further inspiration in Pop Art imagery and graphically combined the two eras, providing a “dialogue” to create a bold and eye-catching campaign.  The words “revolution,” “scandal,” “shocking,” appeared in the ads as well as a prominent listing of the names of well-known artists.

Three concepts were developed for the presentation, and, in the end, N-YHS chose an engaging lime green design which was the most flexible in multiple media formats and also the most visually dynamic. The campaign appeared in the New York Times, on bus sides and subway stations, as well as street banners.

2019 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 2019, an animated orange scarf took on this role. It captured movement, flow, sound, and creative quality so integral to the opera as it encompasses all the arts.

Institutional Campaign

The Metropolitan Museum of Art is one of the world’s largest encyclopedic art museums with artworks spanning more than 5,000 years from all corners of the globe. The multi-cultural richness of the collection positions the Met as a truly global museum; it is a must-see museum for tourists and a source of enormous pride for New Yorkers. Now, the Met is spreading this message to foreigners and locals alike through an institutional advertising campaign.

The headline, “One Met. Many Worlds.” conveys the notion of a journey. Joined with a series of bold art pairings from the Museum’s collection to show vastly different cultures with a visual connection or similarity. “Where will the Met take you?” was added to inspire excitement and wonder, and invite audiences to engage whether in person or online. The headline was translated into different languages as a supplemental campaign element to speak to foreign visitors and position the Met as a truly global museum.

Inspired by the diversity in the Met’s own collection and of their visitors, we approached the campaign with a dual focus: the Met brings cultures together, and the art itself transports visitors to various worlds throughout space and time. The goal is to get people excited about how far they can “travel”—right here in New York—just by visiting the Met. The notion of the Met as a passport a visitor can use to travel around the world and throughout time is a message the Met can alone own.

Since the launch of the campaign, the Met has remained a market leader both nationally and internationally, with 6.2 million people visiting the Met in the past calendar year. Of these, 36% were international visitors, making the Museum the largest tourist attraction in NYC and the greatest attended museum in America. In addition to the on-site visits, the Met had 44 million website visits over the same time period. The Met remains one of the most recognized institutions in America, with an awareness rating of 85% from the general US population and one of the most reputable organizations as well, with 70% of the US population viewing the Museum favorably.