The Unlikeliest Reviewer
Advertising
Brand Strategy & Development
Out of Home Advertising
Production
Social Media
Website Development
Project Overview
To attract a younger, more diverse audience, San Francisco Ballet premiered an immersive performance called “Mere Mortals,” featuring electronic dance music paired with groundbreaking production techniques. The central narrative reimagined the myth of Pandora as a parallel for A.I. proliferation, raising important questions for society and the arts. Our objective was to promote the show via out of home, digital, and social channels to drive ticket sales among this new audience.
Details
Who better to promote a show that grapples with the encroaching influence of A.I. than A.I. itself? Our campaign asked ChatGPT to critique “Mere Mortals,” but first we had to push the platform beyond ones and zeros that “don't experience any emotional responses to things like ballet.” We taught it about the show with detailed prompts establishing the ballet’s narrative and production specifics. Then, we asked for its unvarnished reviews, using them in OOH, digital, and social, to create the most unexpected review campaign from the most unlikely source. In the end, we proved anyone can be moved by ballet — even A.I.
Our campaign helped generate the highest revenue for a repertory season bill program since 2005, averaging 82% paid capacity and brought over 2,100 first-time attendees to the San Francisco Ballet (the most for a mixed bill since 2008). Bravo!
Our campaign helped generate the highest revenue for a repertory season bill program since 2005, averaging 82% paid capacity and brought over 2,100 first-time attendees to the San Francisco Ballet (the most for a mixed bill since 2008). Bravo!
