sf ballet
film, ooh, digital
The San Francisco Ballet is the country’s oldest professional ballet company. Unfortunately, its programming and marketing reflected that fact, which meant younger audiences saw it as outdated and irrelevant. To change this perception, the company’s visionary artistic director created a new performance called Mere Mortals — a modern retelling of Pandora’s Box as a critique of AI. This was our opportunity. We challenged ChatGPT to review the ballet, turning the unfeeling generative AI into our antagonist and transforming a potential threat into a cultural conversation, proving traditional arts can thrive in the digital age. We even had it write coded messages to our audience in its native 1s and 0s.
Featured in:
SF Chronicle, New York Times, Muse by Clio, LBB, Adweek
Awards:
Silver Effie, Bronze Effie, ADDY
