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In a world dominated by social media, The Washington Ballet was finding it hard to coax Washingtonians away from their screens and to the theater. The Washington Ballet challenged CRAFT with promoting the Ballet as a “must attend” cultural experience, and establish its reputation as a top ballet force. CRAFT launched ad campaigns for each of the 2018 and 2019 productions, pairing compelling narratives with striking visuals to share the magic of each show.
In 2018, 105% of ‘Romeo and Juliet’ tickets were sold – with revenue exceeding by 140%. Additionally, the 2018 season was the highest-grossing ‘Nutcracker’ in the Ballet’s history. More than 45,000 ballet fans shared in the DC tradition. For the first time ever, the 2019 production of “Sleeping Beauty” was completely sold out.