Brand Strategy - Verbal Identity - Print

A campaign to encourage non-theatre goers to change
their perception and experience the Ballet. Theatre ballet performances tend to attract the older generation but why?

Stereotypes. Not enough people know how strong, how
athletic, how tough, how capable ballet dancers bodies are
and the strength they require to become these performers. 

Showcasing dancers with additional limbs; 
the idea that these dancers are more than their stereotypes; they’re superhuman athletes.

Dancers with additional limbs, conceptualise the idea that these dancers are more than their 'dainty' or 'feminine' stereotypes; they're superhuman athletes. Based on the subtly of these images, enforces the sport to look so effortless but in reality would take more than an ordinary person to become these exceptional athletes.