Texas

Ballet

theater

As Agency of Record for Texas Ballet Theater, I led creative strategy and direction for multiple seasons, developing year-over-year campaign work that balanced consistency with renewal for one of the region’s most respected performing arts organizations.

Each season required unifying multiple productions — from classical ballets to contemporary works — under a cohesive campaign system, often produced within tight constraints of time and production.

A woman and man dressed in elaborate, vintage-style clothing, embracing against an intricate floral background with pink and purple flowers and golden vines.

Seasonal campaign creative developed across multiple years, including season branding and key art designed to flex across individual performance campaigns while maintaining a clear, recognizable identity.

The work evolved over time to incorporate motion and video alongside photography, expanding the asset library and allowing campaigns to better capture ballet’s defining characteristic: movement.

The year-over-year creative reinforced Texas Ballet Theater’s brand consistency while allowing each season to feel distinct and current, supporting audience engagement and subscription growth.

The work also received national recognition, including multiple Gold ADDYs and a National Silver ADDY, reflecting creative excellence sustained across seasons.