American Ballet Theatre collaborated with Spring Studios to make their brand more relevant and inclusive to a Millennial audience. We repositioned ABT as an immersive entertainment experience where no two nights are the same – No two dancers. No two shows. No two audiences. Simply put, you had to be there. To bring this concept to life, we captured pivotal moments from each performance in a suite of intimate caught moments. A bold colour palette, modern design and whimsical storytelling invited the public to see the renowned institution from a new perspective.