People go to the movies to escape into another world. Spending a night at the ballet is no different. At the ballet, you can immerse yourself in an epic, magical, beautiful story. So, to give San Francisco Ballet’s Nutcracker the blockbuster treatment, we created dramatic and intriguing art inspired by movie trailers and posters. All the campaign art was created with Midjourney AI.

We promoted the ballet in all of the places we’d expect our target audience to be looking for inspiration for their next night out—Rotten Tomatoes/Fandango, social media, ooh, and cut a trailer for cinemas. Overall, we wanted to show people attending the ballet is just as worthy of a night out as catching the latest blockbuster film.

Agency: BSSP