Two divisions, two approaches.
At Theater Dortmund, the line between ballet and opera is less blurry, perhaps, than elsewhere. We accounted for this fact with two campaigns that are just as different from each other as the two divisions. At the same time, the standardised grid clearly shows that both originate in the same organisation.
Ballet campaign
The ballet campaign is based on a photo series by Julian Baumann that brings the dancers’ bodies into focus – sometimes dramatically in expressive postures, sometimes in close detail. The vibrant blue or golden yellow image backgrounds set the tone for the season and ensure the campaign’s high recognition value.
Opera campaign
In its new director’s first season, the Dortmund opera turns the spotlight on its singers. This wasn’t achieved by showing them onstage, though, but portraying them in an authentic and immediate way in well-known places throughout Dortmund. This is in line with the new directorship’s goal of an even closer connection between the opera, the city, and the people who live in it.
