Scream Agency is pleased to unveil the 2016/17 creative concept for Colorado Ballet. Where athlete meets art.

In collaboration with Colorado Ballet Artistic Director, Gil Boggs and celebrated photographer, Allen Birnbach, Scream Agency created a new campaign that highlights the collision of athleticism and artistry.

Our initial brainstorm consisted of a deep dive into the preconceived notions and ultimately blatant misconceptions of ballerinas and the ballet. We found that the majority of non-ballet patrons considered the experience to be unapproachable, artsy, and the ballerinas to be weak or fragile. We found these stigmas, though untrue, were creating a rift in these people’s desire to attend or even consider the ballet.

Fortunately, where there is tension, there is opportunity. And this tension point opened the floodgates of opportunity that inspired the 2016/2017 creative campaign, which sets out to destroy these pre-conceived notions.

We’ve removed the beautiful costumes, pulled away the intricate sets and showcased the dancers as they are, athletes.

General campaign launches August 2016.