The Marvelous Mrs. Maisel and Gilmore Girls showrunners Amy Sherman-Palladino and Dan Palladino are back with a transatlantic tale of two ballet companies that exchange their top talent in a bold effort to captivate a new generation of audiences, and our friends at Amazon invited us to dance with them on the campaign.
As we delved into the marketing campaign, the central marketing question became our purpose: How do you balance the elegance of ballet with the quick wit and razor-sharp characters the Palladinos are known for? The breakthrough came through music. With a custom trailerisation of T. Rex’s Cosmic Dancer—crafted specifically for this piece—Territory shaped a trailer designed to win over even the most skeptical critics of ballet, delivering both a laugh and a glimpse into the world of this artform.
Like every worthy production, ETOILE reveals the comedy and chaos
that makes the beauty on center stage possible.