On Thursday, September 12, 2013, one day after the 12th anniversary of 9/11, the New York City Ballet, in collaboration with DDB New York, released “New Beginnings.”This short film captures an extraordinary and moving performance at sunrise on the 57th floor terrace of Four World Trade Center in lower Manhattan, and was created as both a testament to the resilience of the human spirit and a tribute to the future of the city that New York City Ballet calls home. To date, the film has reached a global audience. Within the first 24 hours of the launch of "New Beginnings," the film received over 56K views on YouTube and in only a few days, the number grew to 106K views. In addition, NYCB posted "New Beginnings" on Facebook at sunrise on 9/12, and the post has received tremendous interaction and engagement with over 8K likes, more than 4K shares, and over 500 comments.
One World Trade Center (previously known as the Freedom Tower) and the spectacular New York City skyline serve as a backdrop for NYCB’s principal dancers Maria Kowroski and Ask la Cour as they perform an excerpt from choreographer, Christopher Wheeldon’s poignant “After the Rain” pas de deux to signify new beginnings in New York City.
“Throughout the history of humanity, art has been a catalyst for cultural change. Art has the potential to inject a point of view and shift the conversation. Its impact on society can be profound and understated,” said Matt Eastwood, Chief Creative Officer of DDB New York. “Through this performance we invite everyone to reframe their thinking about this day. Our hope is that 9/12 can now be rebranded as a day of optimism and new beginnings.”
The film was broadcast at sunrise (6:34 a.m. EST) on September 12th through New York City Ballet social channels, with messaging that included the hashtag #NewBeginnings, which invites people to join the conversation and share personal stories through Facebook, Twitter, and Instagram. The film was directed by Davi Russo and produced by Radical Media.
No comments:
Post a Comment