DIGITAL AD CAMPAIGN AND PRODUCTION GUIDE
The Dallas Opera


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Rethink How You Opera


Opera as a whole has seen a drop in attendance and memberships. In order to reach out to a untapped audience of arts-lovers, I created a campaign highlighting the live music element of the opera. Taking inspiration from jazz and rock poster design, a new unexpected look for The Dallas Opera was unveiled. Originally intended for the on-going main-stage ticket campaign, the idea influenced the look of the 2020-2021 production guide with plans to develop a collectable poster series printed in the style of black velvet posters.

Digital Ad Campaign

The campaign kicked off setting the stage for opera like you've never imagined. The image of the viking helmet poked fun at the cliché associated with opera while also giving a nod to the North Texas area with the helmet featuring long horns.

Digital ad featuring an illustration of a viking helmet with longhorns on a black rose patterned background. Opera beyond Wagner and viking helmets. Rethink how you opera. The Dallas opera.

Ads to drive ticket sales for each main stage production built off the illustrated look with imagery and copy hinting at the plot lines

Digital ad featuring an illustration of a heart with a dagger and flute on a black rose patterned background. Wolfgang Amadeus Mozart's The Magic Flute. Will virtue conquer all? Reserve Your Seats Today. The Dallas opera. Digital ad featuring an illustration of a rooster wearing a crown with a single star on a black rose patterned background. Nikolai Rimsky-Korsakov's The Golden Cockerel. Can a magical rooster save a befuddled king? Reserve Your Seats Today. The Dallas opera.

2020-2021 Production Guide

To promote membership and drive interest in The Dallas Opera, a production guide is sent out ahead of every season to members and prospects. The guide gives an inside look at The Dallas Opera along with a preview of the upcoming productions for the mainstage, concerts, family events and other membership events. Each mainstage production features the illustrative style as a secondary element to the powerful production photos. The use of the illustrations would reinforce the digital and social outreach as the box office opened for each production.

Production book cover and inside spread featuring Orfeo ed Euridice

Production Illustrations

Orfeo ed Euridice

Illustration of a flame shaped lyre on a black rose textured background

Lohengrin

Shield with a swan and single red star on a black rose textured background

Marriage of Figaro

heart with a wedding ring and a pin on a black rose textured background

Tosca

Paint brush dripping red paint with a criss-crossed dagger and pistol on a black rose textured background

Traditional Cover

Red and gold roses on a black rose textured background

Newcomers Cover

Viking helmet with long horns and a single star on a black rose textured background
  • Creative Director: Tad Dobbs
  • Content Strategists: Margie Bowles and Tad Dobbs
  • Designer: Tad Dobbs
  • Illustrator: Tad Dobbs

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