Miami City Ballet 2022 – 2023 Season

CHALLENGE

Haft2 was elated when Miami City Ballet (MCB) reached out for the fourth year in a row for creative direction for the 2022/23 Season photoshoot and design the 2022/23 Season Renewal Brochure. We needed to create a bold, evocative, and modern brochure to reflect the risks the ballet is taking with their 2022/23 season as they feature company and world premieres. The design also needed to be flexible for use in print, digital and environmental applications.

 

SOLUTION

Working with a tight timeline, Haft2 wanted to establish a clear visual look and feel for the Music Lights the Way concert that could be used in multiple applications: paid social and display digital ads that included video, environmental graphics, email banners, and social tiles. An opportunity to gather again in front of a stage was the inspiration for creating the campaign look. An animated Bokeh effect that replicates the look of the bright lights behind a performer would act as a background for the various applications needed. Against those slightly blurred points of coloured lights, Haft2 placed headshots of the lineup of internationally acclaimed pianists, creating enticing, clean and modern ads. The bold and blocky text of the Music Lights the Way wordmark drew attention to the name.

 

RESULTS

The campaign was a resounding success, with over 9,000 people streaming the Music Lights the Way concert. and RCM was delighted to welcome guests back to the historic Koerner Hall Stage. Showcasing internationally acclaimed pianists Stewart Goodyear, Angela Hewitt, Jan Lisiecki and Lang Lang, the night was not one to miss.