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Venerated Institution for a Modern Audience


As AOR, DMA United implemented a comprehensive strategy to move NYCB from waning interest and diminishing sales to increased relevancy among Manhattan’s chicest cultural tribes, and in turn, meaningful revenue growth.

After several seasons, this reinvention of the venerable house that George Balanchine built proved powerful, coming to life across several communications platforms.

Updated seasonal creative, the division of the campaign between psychographic and demographic groups, a broader emphasis on transmedia (digital, film and print) and a 3 year campaign to introduce the entire company of 100 dancers to the audience yielded increased attendance and sold out shows.

Romeo + Juliet

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Fabric Campaign

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Calatrava Campaign

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Portrait Campaign

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Backstage Campaign

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Project Details


Seasonal Creative Platforms