Explain why you chose this brief, and how your view of the brand has changed since you began working on it.
We chose this brief because we were inspired by Sergei Polunin in Hozier’s video ‘Take me to church’ which showed ballet as a modern, raw and empowering art form that wasn’t being properly represented or perceived by a younger audience who would be interested in watching these style of performances. We also were both interested in creating a campaign that would incorporate both of our skills of traditional print, illustration and typography and bring them together in a modern and contemporary format.
Since working on this brief our views of the Royal Ballet and the Royal Opera House, as well as our peer’s who we interviewed in a questionnaire, have changed significantly. From myself personally never seeing a ballet before or being interested in going to see one, I am now extremely open to it and have even booked a ticket to go and watch one in the near future. Although we knew before that the ballet wasn’t mainly for girls and full of tutus I was unaware of the vast amount of modern and contemporary ballets being produced and how current the art form actually was.
Please give a short description of your work and the thinking behind it.
From this new found appreciation of Ballet as a powerful and emotive art form our aim was to create a campaign that was modern, contemporary and engaging to people of our own age group up to 30. As our research progressed, we identified that there were a whole host of modern ballets that opposed the perception that ballet was ‘old fashioned, filled with tututs and musically dry’. This inspired us to focus on the contradicting elements that people wouldn’t usually associate with the Ballet, using words such as grit, power and raw as the focus of the campaign.
The illustration itself is inspired by videos such as Sergei Polunin, ‘Take me to church’ and the form of the ballet dancer’s muscles and bodies. The hashtag #onpointe we created has three different levels to it. The first is that on pointe (en pointe) is a traditional ballet hold referring to the art form itself. The second is that the definition of ‘on point’ means relevance, bringing ballet into the 21st century. The third meaning behind this hashtag is the modern phrase or slang people use commonly on social media to describe things they find up to scratch. This approach to the campaign re-appropriates the meaning of on pointe and makes the ballet seem more inviting and accessible to the desired target audience. The # also allowed for us to move the conversation of ballet onto social media platforms and spread the message that ballet is accessible and open to a younger audience. Through designing imagery using traditional methods and juxtaposing it with a modern custom made typeface inspired by festival and gig posters, we have preserved the sophistication of the ballet but revamped and modernised it for a new audience.
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