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As part of an initiative to introduce dance to a new audience, DDB and the New York City Ballet have commissioned urban art duo FAILE to create a series of dance-themed works, parts of which audience members will be able to take home with them after the show

As part of an initiative to introduce dance to a new audience, DDB and the New York City Ballet have commissioned urban art duo FAILE to create a series of dance-themed works, parts of which audience members will be able to take home with them after the show

The project is the first installment of the New York City Ballet Art Series, which will feature annual collaborations with popular artists who will create works inspired by the NYCB. The series is a response by ad agency DDB New York to a request from the NYCB to help it to introduce ballet to a younger audience.

The centrepiece of the project will be a 40-foot installation at the Lincoln Center (home of the NYCB) by FAILE made up of painted wooden blocks. NYCB will host two special performances on Friday, February 1, 2013 and Wednesday, May 29, 2013. At the conclusion of each of these performances, audience members will be given one of the wooden blocks to commemorate the series.

In addition, FAILE artworks will run on billboards, projections, web banners, print ads and subway posters.

Campaign credits
Agency: DDB New York
Artist: FAILE
CCO: Matt Eastwood
ECD: Menno Kluin
CD: Sean Labounty
AD: Joao Unzer
CW: Rodrigo de Castro
Lead designer: Juan Carlos Pagan
Designer: Brian Gartside

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