A campaign that moves like theatre itself.

This wasn’t about creating season trailers. It was about crafting a visual language that could shift, respond, and perform, just like the season it represents. Barbitta was engaged to lead the full creative execution across shows, filming and photography direction, design, campaign rollout for Black Swan’s season campaign.

The result is a multi-year body of film and campaign visuals that behave like theatre. Working from a responsive identity system, the moving image work needed to echo the stage: lights up, lights down, sudden stillness, slow reveal. Each show required its own visual tone, but the throughline was intention. Photography direction was cinematic, character-first. Show campaigns were treated like one-act films.

Our production approach embraced minimalism and intimacy. We played with negative space, eye line, breath, often letting the moment unfold rather than dictating it. Film edits were constructed with a sense of pacing drawn from stagecraft, where silence was as important as sound, and emotion could land in a single frame.

Guided by the Story, Form, and Atmosphere tiles of the Barbitta Mosaic™, the result, a suite of films and campaign visuals that behave like theatre.