Active Lifestyles are redefining Senior Citizen Advertising
What began as an art exhibit commission turned into a promotional poster photo shoot for the Vineland Regional Ballet Company.
Kim Chapman, the Art Director for the ballet company, was interested in creating a branding campaign that would advertise the Company’s dramatic style of dance. This meant photographing the classically trained dancers doing demanding steps, leaps and turns.
Using high speed strobes and light modifiers, the dancers were photographed separately. Each girl would start building momentum by running toward the set, and with incredible accuracy, end her pointe work, high extensions, and precision of movement to the fullest, at a specific point on set. Aside from being amazed with the dancers’ athleticism, I was impressed with Kim’s desire for perfection and her ability to see in real time what needed to be improved in the jumps without having to review the images on the monitor.
Once in PhotoShop I arranged the dancers’ poses like pieces of a puzzle to find the most cohesive flow. The motion swirls and light blurs were added to convey a sense of depth and movement. Below is a variation on the theme including all the dancers.
Promotional Ballet Poster
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