Miami City Ballet

Miami City Ballet, as the only nationally recognized ballet company to perform the iconic George Balanchine’s The Nutcracker® before a live outdoor audience during COVID-19, needed to transform their key art and graphic marketing support to visually communicate this unique experience.

Within a week, Haft2 revised the iconic Nutcracker wordmark to include “in the park”, and our talented design team updated and enhanced the key art photography from a traditional photo of an indoor production to an outdoor mystical scene, leveraging Miami City Ballet’s brand promise: leave the ordinary behind.

The anticipated production – a combination of video, large projection screens, and live performances – has garnered local, national and international attention. With a limited budget of paid support and PR, ticket sales exceeded expectations within the first two weeks, with anticipated sellout crowds for the season.