In advance of their highly anticipated Spring season, the American Ballet Theatre approached playworkgroup to develop a video campaign for TV and social audiences, and deploy digital marketing on strategic platforms. Inspired by ABT’s cultural contributions, playworkgroup  honed in on a simple yet striking concept designed to showcase the breathtaking beauty of ballet. performers’ dramatic moves, remarkable grace, and incredible costuming. From storyboards to casting and production, we delivered a visually arresting piece that aired nationally and in key markets, as well as in a targeted digital campaign.

The result | The American Ballet Theatre gained 1.9 million impressions and 585,000 new followers across social platforms.