CONTEXT, Digital Strategy & Creative Production
Performing Arts, Moscow, 2020
Context
The pandemic closed live venues for the festival.
What we did
We developed an independent digital format and broadcast infrastructure.
Result
The festival happened in full and reached a new digital audience.
- 4K streams with uncompressed sound
About the project
CONTEXT contemporary choreography festival is one of Russia's leading dance festivals. In early 2020, when the COVID-19 pandemic closed live venues worldwide, the festival faced a question, how to maintain not just existence, but artistic and institutional relevance in fundamentally changed conditions.
Details
The strategic response was not to seek a technological equivalent of the cancelled event, but to develop an independent digital format with its own engagement logic. We served as creative producers and digital strategists simultaneously.
Outcomes
The festival was held in full, for the first time opening the competitive program to viewers outside Moscow, and formed a digital audience that was previously structurally unreachable.
Client. CONTEXT Festival