Swan Lake, the iconic 19th-century ballet by Pyotr Ilyich Tchaikovsky, tells a timeless story of love, betrayal, and sorcery. For performances by Alberta Ballet in Calgary and Edmonton, the production required a campaign as sophisticated and memorable as the ballet itself. The goal was to captivate both longtime ballet enthusiasts and new audiences, creating anticipation and excitement around one of the world’s most celebrated classical works.

With such a universally recognised story, the campaign needed to feel fresh and visually compelling, highlighting the dramatic duality of the white and black swan while standing out across digital platforms and large-scale outdoor placements in key Alberta cities.

We developed a striking visual campaign centered on photography, with the white swan posed on a mirrored surface, gazing into its reflection to reveal the black swan within, a metaphor for the ballet’s themes of duality and transformation. The campaign ran primarily digitally, supported by prominent billboards in Calgary and Edmonton, resulting in sold-out theatres and audiences eager for more.