Sydney Symphony Orchestra

The Sydney Symphony Orchestra, with its collective power, brings to life moments that are both moving and unforgettable. In a saturated market with many events, shows, and experiences for music, art, and culture enthusiasts, the Sydney Symphony Orchestra needed a campaign to excite existing subscribers about the upcoming season and encourage them to resubscribe, while also winning back former subscribers and attracting a new audience.
Studio 3AM’s process began with immersion into Sydney Symphony Orchestra’s world by attending concerts, conducting market research, analysing competitors, studying industry trends and identifying audience segments. We also audited the brand's existing brochures and campaign assets.

The result was a bold, contemporary campaign built around the idea Moving Moments. Designed to capture the powerful, emotional and thrilling moments of a classical performance.

We collaborated with Sydney Symphony Orchestra to Art Direct a photoshoot with SSO performers. We captured sequential photography of musicians’ mid performance. These images were layered into striking compositions, each capturing a single moving moment of performance. Sequential patterns of lines were layered with the photography to highlight the movement of the musicians.
The campaign wordmark employs a bespoke type treatment. Type sits on different horizontal axes, which in static and motion, mimics the movements of the musicians. This treatment is extended to other typography in motion.

The visual execution of the brand is characterised by a stark 50/50 split, pairing the hero visuals with restrained typography on white backgrounds.
These elements came together to create a campaign that felt as dynamic and precise as the orchestra itself. Moving Moments captured the feeling of being in the room when the music takes hold, translating the intangible thrill of live orchestral performance into a visual language bold enough to stand out in a crowded cultural market.