lucia di lammermoor
wellington opera’s 2023 PRODUCTION
What we did
SERVICES
Strategy and Creative, Copywriting, Film Production, & Photography
Channels
Social, Digital, Print, & Radio.
The Brief
The magic of Opera
Opera Wellington has a bold vision for the future. As a metropolitan opera company, it knows that attracting new audiences is the key to its success. Yet, opera faces a unique challenge in doing so. Many people who have never experienced the art form view it as outdated and exclusive. They worry they'll feel out of place and won't understand what's happening on stage. Opera is seen as a foreign language that only a select few can decipher, and they're not one of them.
Together with Wellington Opera's management, our goal was to make their art more accessible by reducing the impact of unfamiliarity. To achieve this, we used digital content to connect with the organization's target audiences through familiar themes and ideas.
The Approach
The Making of Lucia
Step behind the curtain and discover the magic of opera! Together with Wellington Opera, we crafted a series of digital content resources that offer a glimpse into the art of opera creation. Our mission was to break down the barriers to opera and make this captivating art form more accessible to audiences of all ages.
Our "Making Lucia" content series takes you on a journey to explore the ins and outs of Lucia di Lammermoor, a stunning opera production. With each video, we delved into a specific aspect of the production, ranging from the enchanting storyline and the mesmerizing orchestral and vocal music to the intricate costumes and scenic design.
Our ultimate goal was to inspire enthusiasm and familiarity with the art form by introducing attendees to the characters and giving them backstage access to the development process. Whether you're a seasoned opera-goer or a curious first-timer, we invite you to discover the captivating world of Wellington Opera's Lucia di Lammermoor.
Putting the Spotlight on Personalities and Atmosphere
Our goal was to showcase the personalities and dedication of everyone involved in the production, from the iconic Dame Kiri Te Kanawa and the lead artists and conductor of the opera to the often-overlooked backstage staff who work tirelessly behind the scenes. Through every image and video, we aimed to capture the essence of their passion for their craft.
We also aimed to capture the electric excitement that builds during the journey from the rehearsal room to the stage of St. James Theatre, conveying the energy and anticipation that comes with bringing a production to life.
Crafting a Compelling Content Campaign Around a Central Theme
To unify the whole content campaign we focussed on a single question: “what is the magic of opera?”. This gave every item a throughline, a narrative concept that brought focus back to the magic that opera has to offer!
Multi-Channel Exposure Across Digital, Print, and Radio
Our team was dedicated to providing high-quality content that could be used across various mediums. We worked flexibly, delivering a steady stream of content that the client could use on their social media channels and provide to media outlets, critics, and press. Our adaptable approach allowed us to create content that was well-suited for both print and radio, ensuring that the client's message could reach a broad audience.
Featured outlets included: Dominion Post, Stuff, Five Lines, Theatreview, and NewstalkZB.
