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The Metropolitan Opera

Creative Direction, Art Direction

In collaboration with Carolyn London at London In New York

The challenge

With a $300+ million operating budget, the Met needed to break free of its elite audience perception and attract new audiences while still delivering on the expectations of longtime customers

The solution

In collaboration with Carolyn London and London In New York a strategic brand positioning platform called THE VOICE MUST BE HEARD was born. We implemented modern, striking imagery, a recruitment initiative using celebrity talent, a print campaign and a dedicated website:


A secondary initiative was developed to directly target younger audiences using a fashion related campaign called Last Night at The Met.

The result

The Met benefitted within the year with the sale of 6,000+ additional individual tickets, a 10% year-over-year increase. The majority of new ticket sales came from first time opera goers.