Evolution Bureau Debuts Photographic Mash-up Campaign for Smuin Ballet

Share Article

Campaign exposes ballet company's artistic innovation and originality reaching Bay Area residents through symbolic imagery

Ballet But Sexy

Through this campaign, we're able to tell our unique story illustrated by our dancers, reconnect with fans and excite new audiences.

Evolution Bureau (EVB), a leading advertising agency based in San Francisco, is announcing the launch of a year-long campaign for Smuin Ballet, a progressive ballet company based in San Francisco. To generate interest in Smuin Ballet around its 15th anniversary season, EVB created a fresh image for the ballet company representing its unique performance approach that merges classical ballet with contemporary dance. Leveraging iconic imagery and artistic elements, EVB developed an innovative out-of-home and print advertising campaign titled, "Ballet But…," to introduce the perception that Smuin is ballet, but so much more…

"We believe ballet should be a living dance form that continues to engage and delight modern audiences by blending a spectrum of eclectic dance and music genres," said Celia Fushille, director for Smuin Ballet. "Through this campaign, we're able to tell our unique story illustrated by our dancers, reconnect with fans and excite new audiences."

Paying tribute to the late Michael Smuin's philosophy, "Ballet But…" reinforces Smuin's accessible nature and widespread appeal. EVB partnered with Scott Harben of SEE Pictures to photograph Smuin's dancers and then mashed-up contrasting images that together represent the ballet company's integrated, contemporary approach to dance. As a result, six photographic mash-ups titled - Entertaining, Sexy, Bold, Broadway, Spicy, and Different - were developed into posters and print ads, which will be rolled out in the Bay Area and Monterey Peninsula.

"It was rewarding to work with EVB's team and bring their creative ideas to life," said Scott Harben, photographer and retoucher. "We were able to illustrate the unique personality and passion of Smuin Ballet through artistic photography and design."

The campaign's out-of-home program will include wild postings and mass transit advertising. Wild postings will be released in forty high-traffic urban locations. More than 55 Bay Area bus shelters will feature large posters, and Bay Area Rapid Transit (BART) stations and trains will host over 160 transit posters. In addition, print advertisements will run in newspapers including the San Jose Mercury News, Contra Costa Times, Carmel Pine Cone and Monterey Herald.

"We enjoyed the opportunity to rebrand such a reputable ballet company and work with their dancers to discover and capture Smuin's essence as illuminated by their dancers through imagery," said Stephen Goldblatt, executive creative director of EVB. "We're big proponents of the local arts, so it meant a lot to help Smuin Ballet stand out among the Bay Area's sea of entertainment options."

The campaign will kick-off this month by debuting the "Sexy" and "Entertaining" photo mash-ups, followed by new mash-up introductions throughout the year. To learn more, please visit the "Ballet But…" campaign page.

About Evolution Bureau
Evolution Bureau (EVB) is a leading advertising agency based in San Francisco since 2000. The agency's consumer-centric approach blends strategy with entertainment and interactivity to develop pioneering advertising campaigns that generate brand awareness, deepen consumer relationships and instill long-term brand loyalty. EVB offers traditional and new media advertising services along with innovative video production capabilities through its in-house division - EVB Productions. EVB has supported clients including adidas, Levi's, Alberto Culver, Sephora and Kodak. In 2006, EVB joined the Omnicom Group (NYSE: OMC), a global leader in advertising, marketing and corporate communications.

About SEE Pictures
SEE Pictures is a boutique production company and artist representation agency based in Dallas. SEE utilizes its unique creative-centric approach to produce work for some of the most creatively demanding agencies and clients in the world. This type of guerrilla production mindset allows SEE to draw on its established industry relationships to secure top resources and offer production value that greatly exceeds the production cost. http://www.seepictures.biz

About Scott Harben
Scott Harben is an award-winning photographer, director and digital artist represented exclusively by SEE Pictures. Scott's breadth of talent makes him an ideal practitioner of SEE's guerilla production process and, over the last 20 years, has implemented the process to create award-wining campaigns for industry icons such as Hummer, Converse, BMW and PowerBar. http://www.harbenpictures.com

About Smuin Ballet
Recognized for their innovative repertory and uncompromising originality, Smuin Ballet - now under the direction of Celia Fushille - has been a staple of the San Francisco Bay Area arts scene since its inception in 1994. Over the past decade and a half, Smuin Ballet has premiered over forty works by the late Michael Smuin and has recently begun premiering works by a new generation of choreographers, some drawn from Smuin Ballet's own company of artists. http://www.smuinballet.org

For more information about EVB, please contact:
Beth M. Cleveland
415.283.7333

###

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Beth M. Cleveland
Visit website