“It was exciting for us and Telstra to work with artists on the cusp of greatness.” - R/GA executive creative director Craig Brooks
Telstra and the Australian Ballet have launched their second campaign in celebration of their partnership marking the next Telstra Ballet Dancer Awards with a new campaign from R/GA.
The telecommunications company introduced the Ballet Dancer Awards in 2002 in a means to help up-and-coming talent reach their potential within the Ballet industry.
The campaign is executed in a series of short films consisting of individual portraits of the six competing dancers in the Telstra Ballet Dance Awards, as well as a hero film featuring all six competitors to endorse the event.
“The nominees are at an exciting point in their career where they’re emerging as starts with unique personalities, styles and stories,” says R/GA executive creative director Craig Brooks.
“We wanted to capture their individuality, and celebrate their moment of transformation.”
Directed by Lester Jones at 13&Co, the films depict the dancers move from the rawness of rehearsals to the radiance of spotlight performances, as a demonstration of the dancer’s full potential.
R/GA Sydney worked closely with the dancers to accurately capture their athleticism and artistry, as well as gain insight of the individual personally.
“Watching the films you get a strong sense of their energy and ambition,” says Brooks.
The intention of the films, and the campaign as a whole, is to help in the selection of a People’s Choice Award, with the public invited to watch and vote for their favourite dancer by 25 November.
The winner of the Telstra Ballet Dancer Award will be chosen by a panel of judges from Telstra, the Australian Ballet and the media, and the decision will be announced with the People’s Choice Award winner on November 30.
