Create a campaign for the London Symphony Orchestra’s new Season of music: ‘Dancing on the Edge of a Volcano’. This is a term that refers to the unstable political and social environment of Europe during the first four decades of the 20th century. The new season is a celebration of the music written during those volatile times.

This is the 4th season under the new visual identity for the London Symphony Orchestra – at the heart of the identity is the movement of the conductor (Sir Simon Rattle) which is captured by 360° motion data.

Previously, for each new season, the motion data has been reinterpreted and brought to life in different ways by various digital artists who create a unique CGI animations to reflect the theme of each new season’s campaign.

Inspired by the seasons title, ‘Dancing on the Edge of a Volcano’, we collaborated with dancer, Ella Robson to produce an abstract but tension-fuelled film reflecting the volatility of the period.

This is the first of the season’s films to use live action. So, to stay true to the original concept, where the identity follows the 360° motion data captured from Sir Simon Rattle’s baton – Ella’s dance was choreographed to follow the conductor’s baton movement as he conducts Stravinsky’s Rite of Spring.

The film was created in three stages:

Fabric dance

Ella danced with fabrics, to ensure she faithfully followed Sir Simon’s conducting movement to the 50 second piece, she choreographed 19 individual sequences.

Pyrotechniques

To bring tension, drama and to reflect the explosive moments of the music, Ella danced a series of expressive movements with flares, smoke grenades and chalk dust.

Post-production

A full-length dance piece was then created from the 19 sequences, the pyrotechnique moments and a bespoke motion trail effect were added.

The film is used on digital/social platforms and on the screens at the Barbican London, and stills are used for printed collateral, such as programmes, fliers and posters.

The latest Season’s campaign under the new visual identity helps London Symphony Orchestra fulfil its brand ambition; to be the world’s most inspired symphony orchestra.

The approach of the identity and subsequent season’s campaigns intentionally breaks with the traditional, stuffy and sometimes elitist representation of classical music, in order to reflect it in a more emotive and visceral way – ensuring that the Orchestra and it’s music resonate with a broader and younger audience – whilst placing Sir Simon Rattle at the heart of the brand and the experience.