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.
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.
Ads to drive ticket sales for each main stage production built off the illustrated look with imagery and copy hinting at the plot lines
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.
Orfeo ed Euridice
Marriage of Figaro
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