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NEW YORK The American Ballet Theatre has debuted a $3 million image campaign from Ziccardi Partners Frierson Mee that casts the dance company in a more contemporary light.
Four black-and-white print executions feature ABT dancers in period costumes sitting on scaffolding as well as close-ups of elegantly outstretched arms, a male dancer’s athletic torso and a bare-backed ballerina cradling her bosom while dancing on point. The accompanying copy attempts to underscore the dramatic photography as well as the ballet’s storytelling.
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