San Francisco Ballet 2020 Season

Often perceived as “pretentious, traditional, and irrelevant,” ballet is an art form that has evolved and continues to evolve. How does San Francisco Ballet continue to stay relevant and maintain its seasoned core audience while engaging younger audiences alike? In the 2020 Season campaign, we took on this challenge with fresh eyes and a fresh perspective on what ballet is and can be in the future. “Meet us at the Crossroads” became the roadmap, where classical and contemporary, comedy and tragedy, dancers and audiences intersect.

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2020 SEASON BROCHURE Art Direction + Design // Monica Cheng

2020 SEASON TRAILER Campaign Art Direction // Monica Cheng Video Art Direction // Matthew Donnelly


San Francisco Ballet’s Unbound: A Festival of New Works

San Francisco Ballet's festival of 12 world premieres spanned four distinct programs over 17 days in April and May, 2018. Our vision was to cut through the visual stimulation that daily saturates the SF Bay Area. Bright, bold colors and dynamic photography that tore down the walls and perception of ballet as being stuffy and unapproachable. THIS IS BALLET.

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UNBOUND INSTAGRAM TAKEOVER Campaign Art Direction // Monica Cheng Costume Sketches // Sylvie Rood Grid Design // Francis Zhou

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UNBOUND PROMO POSTER Art Direction // Monica Cheng Design // Francis Zhou

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UNBOUND CHOREOGRAPHERS INFOGRAPHIC Art Direction + Design // Monica Cheng

UNBOUND OUTDOOR CAMPAIGN Art Direction + Design // Monica Cheng


San Francisco Ballet Story Ballets + Encore Works

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STORY BALLET CAMPAIGN Art Direction + Design // Monica Cheng

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INSTAGRAM on ENCORE WORKS Campaign Art Direction // Monica Cheng Posts // Caitlin Sims