While the brief for the campaign was to attract new audiences and visitors, we had to be mindful of the existing core audiences and patrons.

So we set out to capture and describe these exquisite art forms in a beautiful but contemporary way.

Featuring performers from the Royal Ballet Corps, the photographer used a novel process that takes influence from the scientist Harold Edgerton, who was driven by his passion to capture the unseen. The campaign ran across London and the South East on prominent poster sites and was even available as exclusive signed prints in the new shop.

In just four weeks the campaign achieved record results with a spend of just one sixth of its nearest arts venue competitor, trebling awareness and increasing new visitor numbers by 1,200%. The campaign was covered in a number of national cultural news outlets including the BBC, The Guardian, Wallpaper and CNBC.