THE ASK:

PNB wanted to shake up ballet’s serious reputation and bring some humor onstage with its “Laugh Out Loud” Spring Dance Festival. The goal was to create fun, unexpected ideas that poked fun at ballet clichés. There were also opportunities to promote the season’s other shows.

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THE SOLUTION:

Dreamed up campaign ideas, taglines, messaging, and early design concepts that showed a lighter side of PNB. The work explored everything from a hilarious take on ballet traditions in Laugh Out Loud to fresh ways of introducing the season’s classics, including All Balanchine, Romeo and Juliet, and A Midsummer Night’s Dream.