Overview
Scottish Opera is Scotland’s national opera company and the largest performing arts organisation in Scotland. Their mission is to entertain, inspire, surprise, educate, challenge, and delight audiences old and new by delivering high quality, powerful opera throughout Scotland, the rest of the UK and internationally. They deliver an innovative education and outreach programme for people of all ages, social backgrounds and abilities.
Brand & visual design
Collaborating closely with opera directors and theatre designers to translate their creative vision into captivating title art always began with storytelling, encapsulating a mood or a glimpse into another world. The concepts were brought to life through collaborations with talented photographers, videographers, and illustrators to ensure a distinctly unique result each time, whilst building a bold, confident and coherent image for the company.
By constantly striving to innovate and inspire – whether that was managing pyrotechnics on-set for a mood or acting out a role-play with an actor to get them into character, it was all about capturing a moment that would captivate the audience and connect them with the story of the opera on a deeper level. With an amazing in-house talent of costume, props, hair and make-up onsite, the challenges was richly collaborative in delivering a spectacular visual result.
Deliverables:
– Brand development
– Art direction
– OOH advertising
– Social advertising
– Video
– Print
Digital advertising
The traditional perception of opera as a grand, formal affair clashes somewhat with the casual, digital-centric lifestyle of younger generations. However, younger audiences are needed to secure the future of this art form and enrich its artistic landscape by infusing new energy and ideas.
The core objective of this campaign was to encourage ‘Under 26’ audiences to experience opera for the first time. ‘Journey into opera for a tenner’– what’s not to like? The campaign primarily focussed on digital platforms, including paid social media advertisements and prominent outdoor locations near university campuses, emphasizing a digital-first approach.
Opera is an immersive multisensory experience – combining art, words, music, drama and dance so the campaign focussed on those experiences, albeit with a bit of tongue in cheek fun thrown in too! The offer made it accessible for younger audiences to attend and the campaign also worked hard to break down some of the grand stereotypes associated with attending the opera.
Photographers/Videographers: James Glossop, Kirsty Anderson and Jamie Simpson
Commissioned illustrators: Helen Musselwhite (papercraft figures) and Mar Hernández (the acrobat)
