The project entailed finding a way to appeal to both of these groups – it demanded an innovative and contemporary approach to a traditional and classical subject matter. The nature and role of the orchestra, the target audiences, and the post-pandemic moment laid the foundation for the ideation process. In our work, we put three concepts on paper that captured these three premises in an intriguing way. These concepts were: awakening from dormancy after the pandemic, people coming together, and the wild nature inherent in the essence of symphonic music. Thus, the design concept emerged for us; ‘The symphony orchestra blossoms’.

We parted with black and white images of orchestra members who had defined the Symphony’s marketing content for many years and started off with a blank slate. The campaign drew inspiration from the season present at any given time, echoing Vivaldi’s “The Four Seasons”, making it versatile and adaptable to the reality it spoke into. Design and text followed the delicate balance between free nature and sophistication, guided by the music—whether it was present in the background of a video or in the viewer’s mind.

In the following year, we kept the blooming concept going, but this time we showcased the flowers in 3D. The essence of the campaign remained grounded in our original analysis, but with a shift in focus. Instead of dwelling on the dormancy of the world, we emphasized creativity as the driving force. We let the flowers burst and shine, bringing forth our campaign ‘The Symphony in Bloom’. In this campaign, the flowers are showcased up close, appearing surreal and intricate, with vibrant colors that reflect the concert series offered by the Symphony.