Creating an Image
Ballet Companies in Germany, the Netherlands and Switzerland
Semperoper Ballet, Bavarian State Ballet, State Ballet Berlin, Stuttgart Ballet, Ballett am Rhein,
Dutch National Ballet, Zurich Ballet
October 2016
by Ilona Landgraf
Copyright © 2016 by Ilona Landgraf
What kind of image distinguishes Stuttgart Ballet from Dutch National Ballet? Or the Bavarian State Ballet from the State Ballet Berlin? What is it the dancers – and their audience – identify with as their company? How do companies present themselves to the public? Such were my thoughts when seeing the Semperoper Ballet’s new image campaign, #WHYWEDANCE. I asked several major companies to send me images of their choice representing their respective company’s image.
Semperoper Ballet chose four of the sixty-one dancer portraits of #WHYWEDANCE. The new ensemble brochure presents each in full-page size. In addition they are spread via social media and on billboards and advertising pillars in Dresden. Aaron S.Watkin, in his eleventh year as artistic director, put the spotlight on his company this season whose face has changed since his beginning in 2006. Next to the dancers, Ian Whalen, the troupe’s photographer and multimedia expert, also shot Watkin and staff members. Names, places of birth, ranks within the company and the year when joining the ensemble come along with each portrait. In addition, every dancer sums up their motivation for the profession, the why and wherefore of choosing a career with dance in a single word. (more…)