choreographing new concepts

Creative Direction, Creative Strategy, Ideation, Writing, Business Development for POP

The world-renowned New York City Ballet Company website needs to reflect the performance they bring patrons each night. Our proposal completely immerses the online audience, in the same way that the NYCB whisks people away from the realities of everyday life, and into a world of beauty, artistry, physicality and magic.

As a complement to this proposal, we reimagined the website for the NYCB’s home base: the David H. Koch Theater. Our inspiration is the newly-renovated structure itself, originally designed by Philip Johnson and John Burgee for the 1964 World’s Fair. Our underlying grid mirrors the proportions of the building’s façade exactly, bringing it to life with design elements that reference architectural details, materials and fixtures.

Together, these websites provide an elegant experience before the patrons even dress for their night out on the town.