anticipating the 2014 san francisco ballet

July 1, 2013

written by
Greg Ciro Tornincasa

300FeetOut’s design for the 2014 Repertory campaign, named “Anticipation”, is an invitation into the world of ballet that captures the unbridled anticipation of performance and the awe of the SF Ballet. Behind-the-scenes photography gives the viewer an exclusive and intimate look into the life of ballet — humanizing the performers and emotionally connecting with the audience through the promise of excitement and the feeling of accessibility.

The 2014 SF Ballet Repertory Season package is now hitting mailboxes. Included is the 40-page brochure with the season campaign message of “great expectations”. Opening in black and white behind-the-scenes, the introductory spreads welcome you with a dancer “at the threshold” and the audience “on the edge”. The brochure then enters into a world of color, presenting the Season’s 8 programs with fold-out spreads revealing brilliant performance photography and closes in black and white with a “curtain call” and a bow from Artistic Director and Principal Choreographer, Helgi Tomasson.

Take a digital flip through the brochure here.

This is just the beginning of much more to come. Anticipate much more from 300FeetOut’s campaign promoting the upcoming season of “great expecations”!





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