How does a world-class performing art series manage to wow its audience year after year? Aside from the fact that it brings world-class artists to the stage, it treats its messaging like art. Each season is approached like a blank canvas. This creates ever new interest in the upcoming performances and sets an inspiring tone for each campaign.
The three most important points for a successful campaign are, first, to create artwork that complements the performers and does not overshadow them. Second, give each new season its own look by creating contrasts between campaigns. Third, stay true to the brand.
