Queensland Ballet 2025 Brand

Defining 2025

SERVICES

ART DIRECTION

CREATIVE DIRECTION

PRODUCTION

FLIPSTERS

Andrew Welstead

Managing Director

Doug Wilson

Motion Designer

JASMINE DEFTY

Senior Account Manager

John La Motta

Creative Director

In a year of renewal, Queensland Ballet asked Flip to help define the visual tone of QB25. A brand film to distill the spirit of the company’s next chapter. The brief was simple. Shift perception. Lead with athleticism. Build a bold high contrast world that feels contemporary, confident and unmistakably Queensland Ballet.

We set out to reflect the season’s core promise: Love, Seduction, Wonder, Joy. Not through literal storytelling but through light, movement and pace. The look is cinematic but pared back, using shadow and scale to let the body speak. High contrast lighting turns the dancers into sculptures in motion. There’s sensuality in the tension. Clarity in the muscle. Just enough restraint to let the magic breathe.

2025 isn’t just a season. It’s a statement. 65 years in, the company is dancing into the future with intent. Our aim was to meet that energy with a visual language that feels modern, elevated and above all alive.

Two ballet dancers perform a lift; the male dancer in black supports the female dancer, who wears a reflective corset and poses elegantly on pointe against a white background.

Two ballet dancers perform on stage: one leaps gracefully with an arm extended upward, while the other balances on one foot with the other leg lifted high. They are lit dramatically against a dark background.

Creative collaboration

This wasn’t about softness or tradition. It was about presence. The physicality of the dancers became the focus, captured in a way that felt immediate and elevated. Every frame was built to move with purpose, using light, pace and composition to bring clarity and weight to the choreography.

We worked closely with the team at Queensland Ballet, including Lisa Summer Hayes, Ashley Dunn and Greg Horsman, to shape a creative that matched the ambition of the 2025 repertoire. The dancers brought a raw disciplined energy that carried through from rehearsal to final grade. It was a tight collaborative process that trusted instinct and rewarded precision.

A male ballet dancer in gray lifts a female dancer in brown on pointe. She reaches upward with one arm, while he supports her with both hands. Both wear fitted costumes, posing gracefully against a plain gray background.

Two ballet dancers pose closely; one faces away, while the other gently leans her head on his shoulder, with her arm curved gracefully around his neck. Both wear elegant dance costumes against a neutral background.

A ballerina in a white tutu dances gracefully on pointe against a dark background, her arms and body curved elegantly, with soft lighting highlighting her form.

A male and female ballet dancer perform a leap together against a dark background, displaying strength and grace. The man wears white pants; the woman wears a white leotard and pointe shoes.

Making it happen

Directed by Andrew Welstead, shot by Rich Wang and scored by Chris Perren, the film was built to feel cinematic without leaning on spectacle. Every element from camera movement to lighting to the cut was designed to show the strength and commitment behind the performance.

The film premiered at the 2025 repertoire reveal and landed with impact. It marked a new tone of voice for Queensland Ballet and set a high water mark for the season ahead. The shorts, stills and collateral now feature on the Queensland Ballet website, in print and across billboards throughout Brisbane.