Normally I would be completely opposed to any type of advertising related to 9/11, but this one was done right.
The breathtaking video, released by the New York City ballet at sunrise on September 12, was filmed as a 9/11 tribute. It features dancers Maria Kowroski and Ask la Cour, performing on the 57th floor of Four World Trade Center in lower Manhattan. The company’s YouTube page says the following of the piece: “…This short film captures an extraordinary and moving performance of Christopher Wheeldon’s After the Rain. It is a testament to the resilience of the human spirit, and a tribute to the future of the city that New York City Ballet calls home.”
The new One World Trade Center can be seen glowing in the background.
Matt Eastwood, chief creative officer of DDB NYC, the NYCB’s ad agency, summed up the goal of the video with this perfect thought:
“Our hope is that 9/12 can now be rebranded as a day of optimism and new beginnings.”