Philadelphia Ballet Shoe Campaign

Through an exclusive look at the inner workings of the world-class ballet company and nonprofit organization, Philadelphia Ballet, Helm Creative Studio invites you to take an up-close look at the dancers’ most essential tool: the ballet shoe. Through this campaign and video series, Helm offers a glimpse behind the scenes, revealing the dedication and detail that is required to provide shoes for the Company’s dancers, while also addressing a critical need; the necessary finances needed to provide the dancers’ shoes. This year, Philadelphia Ballet anticipates using over 1,700 pairs of pointe shoes, costing $120, on average, each. Most people don’t realize that ballerinas often require a new, daily pair during production runs. Between pointe shoes and flat shoes, the annual budget is nearly a quarter of a million dollars, with men’s shoes utilizing approximately forty thousand dollars of that budget, as they estimate to use nearly one thousand pairs of shoes per year, respectively.
By supporting this campaign, donors directly sustain the artistry and excellence of the dancers while providing immediate budget relieving support. At the heart of the Philadelphia Ballet Shoe Campaign is the personal connection each dancer has with their shoes. It’s a look at the grit and grace that define the life of a dancer and the unique bond they share with their shoes. Ballet shoes aren’t simply footwear; they are an extension of the dancer’s body that allows characters to be brought to life, assist in defying gravity, and achieve graceful fluidity in movement, all while providing security and stability. Each pair is meticulously tailored to the dancer’s individual needs and preferences. This campaign captures the intimate moments of dancers shaping their shoes, reinforcing the message that every performance requires thoughtful preparation, precision, and care. By focusing on the ballet shoe, the campaign offers a deeper understanding of the Philadelphia Ballet’s commitment to excellence, legacy, and the artistry behind all they do. Helm Creative Studio assisted in ideation and campaign development for this campaign, copy for marketing materials, strategies for digital marketing and design, questions for optimal storytelling, and captured content through videography and photography.