The brief: NYC Ballet’s audience is dying. Literally. Create an OOH campaign and activations that will resonate and help the brand engage with a younger audience.

My solution: Explore how seeing live art inspires you to be creative in your own ways.

My role: Concepting, copywriting, presenting.

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 EXTENSION #1: Ballet Inspires Installation

Giant block letters will spell “Ballet Inspires” and sit outside the theatre. With provided supplies, audience members can write or draw what this night at the ballet has inspired them to do tomorrow directly onto the letters — creating a collage of inspiration.

EXTENSION #2: You Decide Tomorrow

With exciting partnerships with community art programs, audience members get discounts at a variety of locations with proof of ticket confirmation for a limited time after watching the show. Discounts can include:

  • Tickets to the Met

  • Paint and Sip classes

  • Cooking classes at Sur La Table

  • Coupon for Michaels

EXTENSION #3: Prima on the Street

Billy Eichner and a principal NYCB dancer will run through the streets of New York, asking people questions involving what art the individual would do tomorrow if they had no obligations.

Concept and Copywriting: Grace Tankersley

Art Direction: Bridget Callahan ( https://bcal.cargo.site/ )