In this school project, we were each given a few briefings from real companies to choose from.
I picked The Royal Opera House as my client because the goal was clear: TROH wanted to reach out to younger audiences and encourage them to attend their shows on a frequent basis. But the issue was also evident: opera, to this day, has an image that doesn't appeal to a great percentage of teens and/or young adults. Perhaps because, when we think of an opera house, we think of a space meant for older, wealthier and gloomier audience members.
So the goal wasn't just to give TROH a playful and fresh campaign, it was also to come up with a campaign that would let younger people know that they were more than welcome in the opera.
I created brightly colored illustrations representing four famous operas for this campaign (Faust, Aida, Madame Butterfly and The Magic Flute) while always maintaining TROH's signature red as a backdrop, to advertise a new concept: The Mini-Opera. The Royal Opera House would have shorter performances with cheaper tickets for younger audiences. This way they could give an opportunity for a new generation to develop a new relationship with this classical art form so that it does not go stagnant or extinct.
