Barbican, Europe’s largest performing arts centre, wanted to challenge the idea that classical music is inaccessible and target a younger audience. Most of the genre’s existing marketing materials focused on the performers, so we focused instead on the audience and the intense emotional experience of attending a concert.
As lead designer for the campaign, I created a series of portraits that capture the dream-like sensation of engaging with a piece of classical music, complete with its changes in mood and tempo. Taking inspiration from the surrealism of multiple exposure photography, I combined rural and urban scenery to create a 'dreamscape.'
The images were adapted into posters for a London-wide outdoor advertising campaign and were used in all marketing materials for the programme. The project featured in Creative Bloq, Digital Arts and Creative Review, and was nominated for The Drum’s Out of Home Awards.
© Alessandro Lingua 2020