EMPOWERING DANCE makers with the tools to succeed as independent artists.
nscd:
‘Make YOUR MOVE’
Art Direction - Video Editing - Graphic Design - Print & Digital Campaign
Dancers graduate with impeccable technical abilities but the ones who want to become independent artists often need to build practical business skills whilst developing their practice. Northern School of Contemporary Dance launched an MA course to support these dance entrepreneurs. To drive course applications and attract the right candidates, we launched the campaign ‘Make Your Move’.
Targeted at determined and fiercely independent artists, we showcased how the course empowered existing students to define their own artistic careers. Through a content series including editorial-style profiles and videos, prospective students could learn about the course directly from existing students. As art director and designer, I developed contemporary campaign branding as well as producing video, website content and print materials. This compelling marketing campaign increased web page visits by 30% compared to the previous year and increased the number of applications by 50%.
Role: Art Director & DESIGNER
Photography: David Lindsay
VIDEOGRAPHER: Opal Video
Video and photography had a realistic, honest, yet aspirational feel, showcasing each student in their natural environment—onstage or the studio. Content leaned into the compelling stories and experiences as told by each person.
ENGAGING content and a confident brand direction increaseD webpage visits by 30% compared to the previous year.
The campaign’s graphic elements were inspired by the clean, minimal, simplicity of contemporary art. Grids and dynamic lines reflected the course’s practical and creative aspects, as seen on this course leaflet.
