Campaign – Print Media

For print (That will initially be handed out in public) I wanted to play with the idea that these would be given out to various people on the move, going somewhere, seeing places. This flyer would be an act to remove the person from their bubble and ‘open their eyes’.

I’ve used the term an escape as I wanted them to see that Ballet can be fantasy for imagination and creation and that it is a big a form an entertainment as popular media such as TV, film or gaming.

  • I’ve highlighted the word Escape as to enhance the fantasy experience (as if lifting from the flat material) Also I’ve shown it in a collection of colours as to appeal to the individual and to appeal to the senses (Synesthesia!) , and that an ‘escape’ is a variety of options.
  • I’ve also wanted to display a variety of people within my campaigns so I appeal to the masses regardless of background and tradition of Ballet.

Stock Imagery

I chose this image as I see it representative of Ballets imagination and interpretation. Her onlooking gaze, within the ‘bubble’ of her headphones, as if she is within her own World and fantasy.


Campaign for Flyer


The back of the flyer will display more information regarding the Ballet/Opera and upcoming performances, also about the hashtag project and to join in on the conversation.


Online Platforms

For online media, the hashtag will act as the indicator for where the campaign goes and who sees it. Below I’ve created mockups for what the branding will look like, using the message,

What Do You See?

thus igniting conversation and interaction with the public and audience to join in.

Twitter Homepage

Designing Tweets

Design for Digital Format

In Context

ROH Campaign - Twitter Mobile

I think this is a successful design, the font impacts how I desired and displays an image not associated with traditional ballet.

Visualising Ideas [2]

I’m creating a collective set of imagery that describe various scenarios, below I’m describing the differentiation yet opposing attraction of sound, I wanted to place to two together to show them out and in context so the audience can curiously see this unusual match.

I’m using a variety of sizes in order to display my campaign in different formats and locations, namely billboards/bus stops/flyers/online media.

This particular imagery I have chosen in order to attempt to relate to university students and culture as they have experienced this differentiation and understand it. (Library for studying and its ambient surroundings and a club/party atmosphere for the deafening, adrenaline-rushing vibes)

  • The text is Gotham, and have chosen ‘Bold’ as thicker widths distracted from the delivery of the message, whereas thinner widths displayed a lack of ‘punch’ and impact.
  • Text should display relation to image and be quick and simple in delivery.
  • Using size to enhance the message? (‘Noise’ bigger, ‘Silence’ smaller) This seems to distract.
  • Centre-aligning text creates an importance of appearance and presence.


This is a better design (shown below), however text and logo too dark for background? 

Branding Guidelines state,

Whenever the brandmark is used on a photographic or other varying background, there must be sufficient contrast between the background and the brandmark to ensure that the brandmark has a high level of standout. Ensure that the correct version, positive or negative, is used.”[1]

Billboard Advert


[1] ROH Branding Guidelines

Visualising Ideas

My ideas are starting to take shape and developing as they progress,

The imagery I choose to show will be an extension of said emotion that Ballet explores, however will be relatable to the audience as is shown in the contexts of reality.

Below I’m creating a billboard format that describes the theme of breaking up and relationships. I wanted to choose imagery that is somewhat comical and light-hearted in expression and body language, enough to see take Ballet out of its “formal and traditional“[1] context.

  • Featured logo in bottom corner, however potentially needs removal of negative white sections to transparent. (Distracts from imagery? More ‘flat’/Clean?)
  • What font to use?

In terms of font, I researched the ROH’s style guidelines and came back with their house typefaces, Gotham (For titular and display text, also body-copy) and Sabon Next (Only body-copy). I wanted to be in-keeping with the house style so the imagery I’m creating is recognisable to the company.

ROH Branding Guidelines

Gotham Typeface

Testing Fonts and Widths

This fonts also is simple (lack of character as to not distract from the message) yet shouts a statement.


[1] ROH Branding Guidelines


I’ve settled on a campaign idea that can relate and be accessible to my target audience and also the wider spectrum. Utilising modern technology and social media is key to this. Twitter, Instagram and other similar platforms uses a quick and simple interactive service that uses ‘hashtags’ to label and also identify subjective imagery and contexts of conversation.

I am using the title #BalletIs as my campaign. It strives to show that Ballet is forever-changing, a contemporary art that explores the variety and wealth of emotion relating to the human condition and other themes.

The initial impact of particular imagery and media I’m creating needs to be literal and striking enough to instantly grab the attention of said audience. How to achieve this?





I’m testing the various images I have under different scenarios and formats to see how I could convey a particular message (billboard below) but how do I make this appeal to my audience?

Photoshop Editing

Stock Imagery




  • Considering formats
  • Noting different ballet themes

Tests + Considerations

When I think of how to convey the different emotions in ballet, what seems appropriate is to look at stock imagery and it’s peculiar contexts and ‘fake’ visuals. I have downloaded a considered selection of stock images, conveying a variety of emotional reactions and contexts relating to the varying intensities of Ballet and Opera. A selection is shown below:

‘Shocked Caucasian woman watches movie with eyes and mouth wide open’

‘A young couple is watching a film in a movie theater, the woman is scared but her partner is looking relaxed’

There is an peculiar notion of comedic value associated to stock imagery, maybe due to their exaggerated nature.

Perhaps I could use this to remove some of the “stuffy”, “formal” preconceptions? Also some of the imagery I have chosen depicts people who aren’t relatable to my target audience. Using scenarios and contexts that they can understand?