Marriage of motion and music at Royal Opera House
The Royal Opera House is a London institution. So much so, that it is synonymous with the plaza in which it resides, Covent Garden. But, it is also synonymous with world-class dance and theatre.
Today, following a refit and transformation, the Royal Opera House will open its doors once more, supported by a new campaign. The project, carried out by creative agency Atomic, crafts a calmingly beautiful marriage of dance, motion and music through striking visuals.
Designed to capture the ‘colour of movement,’ the campaign uses photography from British artist Giles Revell who used an stop-motion animation-like process to create sweeping, intriguing, vivid photographs of ballet and opera performers.
Dave Henderson, executive creative director at Atomic says, “We knew we had to find an entirely different way to capture the extraordinary world of the ROH, to dramatise that there’s something new going on there. It was an ambitious approach but the captivating images capture not just the exquisite movement but also the emotional intensity of these extraordinary art forms.”
The refurbishment of the theatre was overseen by the Royal Opera House’s chief executive, Alex Beard, who worked in finance and then as deputy director for the Tate Modern. His goal is to make the opera house more accessible. Part of the campaign is the promotion of the Royal Opera House ‘Open Up’ project, which seeks to make the venue an daytime destination as well as performance space. The front of house will now feature bars, cafes and restaurants as well as exhibition space and daytime programming.
The tone of voice supporting the unique visuals is a bit punchy, but still classic – a combination aided by the use of a slim, all caps sans serif and the strapline ‘Feel something new.’
The campaign will appear across the Royal Opera House’s venue and digital assets as well around London and the southeast of England. An elegant film capturing the music and motion in the imagery will also run in cinemas.
Royal Opera House - Feel Something New from Atomic London on Vimeo.
