Australian Ballet launches 50th anniversary web series
The Australian Ballet is launched a 10-part online video series to mark its 50th anniversary.
The first is called ‘A Year Inside The Australian Ballet’ and follows two dancers – senior artist Amy Harris and Corp de Ballet member Jake Mangakahia – who reveal what life is like as a professional ballerina.
The Australian Ballet’s videos will run on its Facebook page and also be distributed via Twitter and its blog Behind Ballet.
Melbourne-based production company The Apiary made the series, while the idea was developed inhouse.
Makes Ballet relevant to the everyday person. Nice work. Great if it were broadcast.
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Always happy to see brands exploring narrative content as a way of to telling their stories. In this case, the Australian Ballet (and for that matter, all arts organisations) have a fantastic story to share with potential fans.
Not sure about the smug-face-slow walks though… that’s my only (sort of) critique. Makes them feel a little unapproachable, which I guess is part of their brand challenge?
Nonetheless, nice one!
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