• Writing Lead

  • Campaign Concept

  • Messaging Framework

  • Campaign Playbook

  • Digital, Print, OOH, Social Media

For the first time in 30 years, San Francisco Ballet has a new artistic director with a bold vision for the company’s future. She wanted a rebrand with striking visuals and a solid messaging strategy for her debut season.

As the lead and solo writer and messaging strategist on this project, I created Transcendence, a campaign inspired by ancient myths that casts the dancers as demigods among mortals.

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Please forgive the image quality. I took this out of the window of a moving car.
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I wrote a comprehensive messaging framework and campaign playbook that includes headlines and body copy for the San Francisco Ballet brand and future advertising copy for all six performances for the upcoming season.

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