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ART
SF BALLET - AI Loves Ballet
AI Loves Ballet wasn’t your typical arts campaign. We invited generative AI to play the role of critic, writing quirky, unexpected reviews of ballet performances that made people curious, made them laugh, and most importantly, made them buy tickets. At the heart of it all was a bold experiment, letting technology weigh in on one of the most human art forms. That unlikely collision got people talking about ballet in an entirely new way. Suddenly, a tradition often seen as old fashioned felt fresh, modern, and impossible to ignore.
But the campaign didn’t just put people in seats, it reinvented ballet’s image. We flipped the narrative and drew in a new generation who had never imagined going before. Our goal was simple, create work as daring and groundbreaking as the performances themselves, and give younger audiences a reason to care. The results spoke for themselves. The campaign not only won two Effies, it shifted how young people see ballet, as something vibrant, relevant, and a part of their lives.
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We also put up teaser posters around San Francisco, designed to spark curiosity among younger audiences by presenting the headlines entirely in code.
SOCIAL
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