The challenge was to bring in "new blood." for the upcoming season. Using out-of-costume dancers from the upcoming season and directing them to perform movements from upcoming performances, we captured images using strobes and directional lighting that were representative and yet altogether new. The result was a departure from the expected "Tutus and toe shoes" imagery. These images were used in all advertising and promotions throughout the season. Season schedules, programs, and city-wide signage were rpoduced. Mebership and attendance increased dramatically.