Skin
For BC+A’s second full-length premiere Skin (2015), we upped our marketing and advertising efforts across the board with eight trailers and two films, increased fundraising efforts and a partnership with a well known Lower East Side gallery for an activation event. We exceeded our fundraising goal by 50%, were featured in the NYTimes and sold out all our shows. The project team expanded to forty all of which reported directly to me. Our main film (right) was all about self-expression - guiding all social, digital and print assets.
Marketing Materials
Skin is a work about identity and all branding reflected the different “skins” we have. Postcards, programs, donation pledges, Kickstarter, animations and newsletters followed the same guidelines - re-imagining our existing circle branding within this new context.
Activation Event
We pitched Foley Gallery to do a one night event of art, dance, music and film - presenting two works in response to art in their space and previewed an excerpt of Skin. This cultivation evening received press, sponsorship and we launched our Kickstarter live at the gallery where attendees were able to donate on the spot. The objective of this pop up performance was to “take dance out the theater” to make it more accessible - becoming a signature within our brand identity and a critical ingredient in our disruptive process.
Artist Photography
My goal was to make our promotional materials full of energy, movement and most importantly, personal. I did market research, within and outside of the dance field, and reviewed our analytics that guided my art direction to feature the dancers individually and in more intimate settings.
To market the premiere of our first large scale work, Into The Dark (2014), we launched digital and print campaigns and a major fundraising haul! We beat the goal of our first Kickstarter campaign (and was named a staff favorite) and got people pumped to enter this mysterious, eerie world. We kept the brand identity aligned with themes of darkness that inspired the piece. I art-directed and concepted all film and photography assets and led the production, design and marketing efforts. I was responsible for managing a 20 person team including performers, composer, scenic designer, costume designer, lighting designer, cinematographer, photographer, editor, graphic designer, marketing and development interns. I additionally ideated and executed copy for all deliverables.
