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The Dance Institute of Washington
PROJECT TYPE
Print, Outdoor, Collateral, Social
ROLE
Conceptig, Creative Direction, Art Direction, Design
"DANCE LIKE NO ONE IS WATCHING" CAMPAIGN
The Dance Institute of Washington wanted to mark its 25-year anniversary in a way that sparked higher interest in its work and mission.
PROBLEM
Highlighting its 25th year gala celebration would be a memorable way for the Dance Institute of Washington to boost local awareness, support and funding. The challenge was to create a concept that would resonate with people in the D.C. metro area.
SOLUTION
For the creative strategy, we [or I] merged two ideas: the beauty of dance and the appeal of D.C. landmarks not typically highlighted by the tourism industry. Therefore, we depicted dancers in striking poses at local landmarks like the Graffiti Wall, Union Station and The Howard Theatre.
This idea tapped into D.C. residents' emotions and pride for their community. As a result, the Dance Institute of Washington’s gala drew its largest crowd ever, bringing new donors and supporters while elevating its status as a D.C. cultural leader.
