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Art Direction Creative Direction Production

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John La Motta

Creative Director

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Doug Wilson

Motion Designer

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Jasmine Defty

Senior Account Manager

A dance of light and colour

Queensland Ballet’s 2025 program was ambitious in both scale and contrast. From love and betrayal to elegance and edge, the challenge was to define the tone, texture and energy for each show while achieving harmony under the umbrella of QB25.

Shaping the full campaign identity for their 2025 season around a bold slate of five distinct productions: Romeo & Juliet, Dangerous Liaisons, Bespoke, Triple Bill and The Nutcracker. Each needed to feel unique yet unmistakably part of a modern, confident season.

Our task: Bring it to life.


Photography: David Kelly. Art direction & image editing: John La Motta.

Setting the stage

We set out to build a visual world that could flex across genres, eras and emotions. One that gave each production a signature look and feel, but collectively formed a unified and contemporary identity for QB25. The goal was cohesion without compromise. Each show needed to stand on its own while still feeling inextricably linked to the same season.

We started with detailed moodboards to define each show’s tone, palette and emotion, shaping everything from casting to campaign rollout.

Over two full shoot days with PixelFrame and David Kelly, we captured teaser videos for all five shows.


Inspiration

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Result


Photography: David Kelly. Art direction & image editing: John La Motta.

A symbolic interplay

Stylised choreography, cinematic lighting and 3D projections brought each concept to life. Every frame, from colour grade to body language, was carefully crafted to reflect the essence of each show.

The campaign introduced a bold new tone for QB25: elegant, electric, and grounded in physicality. Each teaser captured the spirit of its production while building a unified identity for the season.


Photo: David Kelly. Image editing: John La Motta.


Production: PixelFrame. Art direction: John La Motta.

The results

Rolled out across web, social and venue touchpoints, the visual system reinforced Queensland Ballet as a contemporary creative force.

QB25 became more than a season.

It was a statement of intent.

Full credits

Director of Brand and CX – Lisa Summer-Hayes
Head of Marketing and Growth Strategy – Ashley Dunn
Assistant Artistic Director – Greg Horsman

Production & Editing – PixelFrame

Photographer – David Kelly