See the New York City Ballet’s Remarkable Film That Quietly and Beautifully Honors 9/11

Dancers at dawn

Most of the brand talk around 9/11 this year was about marketers doing it wrong. But DDB New York and the New York City Ballet quietly did it right with a wonderful tribute called "New Beginnings," intended as a testament to the resilience of the human spirit and a tribute to the future of the city.

The video shows NYCB principal dancers Maria Kowroski and Ask la Cour performing on the 57th-floor terrace of Four World Trade Center in lower Manhattan. The backdrop, of course, is One World Trade Center. The dancers perform an excerpt from choreographer Christopher Wheeldon's poignant "After the Rain" pas de deux—signifying new beginnings in New York City. 

The film, directed by Davi Russo and produced by Radical Media, was posted at sunrise (6:34 a.m. EST) on Sept. 12 to NYCB's social channels, with the hashtag #NewBeginnings. "Our hope is that 9/12 can now be rebranded as a day of optimism and new beginnings," says Matt Eastwood, chief creative officer of DDB N.Y.

Check out the film, and full credits, below.

CREDITS

Client: New York City Ballet

Project: "New Beginnings"

Agency: DDB, New York

Chief Creative Officer: Matt Eastwood

Executive Creative Directors: Menno Kluin, Andrew McKechnie

Art Director: Joao Unzer

Copywriter: Rodrigo de Castro

Management Supervisor: Lauren Neuman

Account Executive: Cindy Nguyen

Head of Production: Ed Zazzera

Executive Producer: Teri Altman

Producers: Nina Horowitz, Zamile Vilakazi

Teaser Editor: Alec Helm

Head of Design: Juan Carlos Pagan

Designers: Brian Gartside, Aaron Stephenson

Illustrator: Steven Wilson

New York City Ballet

Ballet Master in Chief: Peter Martins

Executive Director: Katherine Brown

Choreographer (After the Rain): Christopher Wheeldon

Principal Dancers: Maria Kowroski, Ask la Cour

Managing Director, Communications and Special Projects: Robert Daniels

Senior Director, Marketing and Media: Karen Girty

Director, Media Projects: Ellen Bar

Production Company: Radical Media

Director: Davi Russo

Editor: Tim Zeigler

Executive Producers: Gregg Carlesimo, Maya Brewster

Producer: Logan Luchsinger