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Lights, Camera, Swans!: Behind the scenes with Eric Levin for Boston Ballet’s campaign

11/23/2014 ISO 1200 Magazine 0 Comments

Boston Ballet’s city-wide marketing campaign for Artistic Director Mikko Nissinen's spellbinding rendition of Swan Lake resulted in record-breaking sales for the company. The artful images, taken by photographer Eric Levin of Elevin Studios, made national press, appearing in Vogue Magazine, as well as in a barrage of Boston-based press, print, online and out-of-home advertising and social media channels.

“Swan Lake was a record-breaking show for Boston Ballet, with the most tickets sold and highest revenue by a factor of two (outside of The Nutcracker),” said Jennifer Weissman, CMO, Boston
Ballet. “Once the ad campaign was live, there was a measurable spike in sales, and 10 of the 16
shows sold out. The compelling photography perfectly captured the glamour, mystery, and
intrigue of the performance; there is no doubt in our minds that Elevin’s photography contributed
greatly to the show’s overwhelming success.”

Boston Ballet’s Artistic Director, Mikko Nissinen in collaboration with Boston Ballet’s design team,
originally reached out to Levin in August because of his reputation for sophisticated, smoke-filled
style of dark portraiture and fashion photography. Working together, they posed the dancers in
compelling ways designed to reflect the unique style of this performance.

“It was one thing to test the lights on my assistants,” said Levin, “but a totally different experience
once the dancers walked into beautiful, I couldn’t stop clicking. The fact that the
images we produced allowed the Boston Ballet to create a dazzling marketing package that
resulted in the ballet's largest campaign to date is truly, for me, the icing on the cake.”

Elevin Studios, owned by Eric Levin, is a film and photography studio with offices in Manhattan
and Boston. The studio’s roster includes notable celebrities (Morgan Freeman, Andrew Garfield)
global editorial (Blackbook, Rolling Stone) and a host of esteemed clientele.

Thanks Eric for sharing again!!!

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