Always en pointe

The Londoner needed a show programme ad for Royal Academy of Dance, so I did a bit of ballet terminology research…

Concept & Idea

Because this ad was being printed in a show programme at Royal Academy of Dance, I wanted the copy to be in a language the audience would appreciate and understand.

Taken inside the hotel’s ballroom, the photo of the ballerina depicts her doing a certain dance move called “en pointe”. When read in English, this sounds like the modern phrase “on point”, meaning flawless or perfect.

The idea was to highlight the hotel’s impeccable service, while giving a nod to the world of dance.