I Am Opera, Royal Opera House
Creative Direction, Photography
ROH required a campaign which encouraged culturally engaged youth to experience opera for the first time.
We focused on the relativity of opera to each unique individual, allowing it to feel personal and approachable. The model was carefully chosen to break the ‘fat lady’ stereotype, as-well as capturing the fitness aspect that goes into a performance, whilst showcasing diversity.
Hash-tags were used to keep the language social and shareable to grow the reach of the campaign