The Royal Opera House is one of the world's premier cultural venues.

So while the brief for the campaign was to attract new audiences and visitors, we had to be very 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 Beatriz Stix-Brunell and William Bracewell from the Royal Ballet Corps, the photographer used a novel process influenced by the scientist Harold Edgerton, who was driven by his passion to capture the unseen.

Choreographed and rehearsed with the photography team over three weeks and performed on the day to precisely timed ’gates’, all the imagery was captured over two 8 hour days, and both dancers were on set alternatively to prevent burn out.

Dancers from The Royal Ballet typically train for 5 hours a day, plus another two hours on stage, and as such are considered the elite of the dance world. Both dancers, and the director of The Royal Ballet, considered these to be the most physically demanding sequences they have ever photographed.

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.