Challenge

Classical music marketing has long relied on traditional, conservative portraiture, often lacking a strong narrative or dynamic visual storytelling. For the NAC Orchestra, we needed to create something beyond the usual headshots—portraits that captured the energy, passion, and presence of conductor Alexander Shelley while still appealing to the orchestra’s audience. The challenge was to strike a balance between sophistication and storytelling, crafting images that resonated with both the world of classical music and a broader cultural audience. Initially, we almost lost the campaign, but a key moment shifted everything—Alexander saw the mood board we developed and connected with it so much that he cleared his schedule to ensure the shoot happened.

Strategy

We leaned into the idea of Alexander Shelley as a James Bond-like figure—sharp, confident, and effortlessly charismatic. His wardrobe for the shoot was inspired by what he would naturally wear on stage, blending his personal style with the sleek, refined aesthetic associated with Bond. By using expressive hand gestures and closed-eye moments, we visually translated his passion for conducting without needing a baton. The first campaign was shot at Riviera, a setting that complemented the cinematic quality we were building. When it came time for a second campaign, we took an entirely different approach, developing a Renaissance-inspired series at Gallery Elder. The trust given by both Alexander and the NAC team allowed us to push creative boundaries, experimenting with different visual narratives while maintaining a consistent and compelling portrayal of his artistic identity.

Solution

The success of these portraits led to multiple campaigns with NAC, expanding our work with the client and deepening our creative collaboration. The images resonated beyond the orchestra’s immediate audience, winning international awards and reinforcing House of Common’s reputation for bold, narrative-driven portraiture. Perhaps most importantly, the project fostered a lasting relationship—not just with the NAC team but with Alexander Shelley himself, creating a foundation for continued creative partnerships in the future.