How a Digital Content Producer Boosted Atelier Armonico
Behind the Scenes with a Digital Content Producer: Crafting Atelier Armonico’s Online Presence
I had the privilege of working with Atelier Armonico as their Digital Content Producer on their latest production, Living Seams. This deeply moving dance production was inspired by the oral histories of individuals who were refugees in Kent between 2000 and 2021. By recording, collating, and preserving their memories, as well as the experiences of the communities who supported them, Living Seams transformed these powerful stories into a captivating performance that resonated with audiences on multiple levels.
The artistic director, Davide Levi, with whom I had collaborated previously, approached me to design a new website for the production. Additionally, I was invited to take on the role of Digital Content Producer, a challenge I gladly accepted. My work began with the creation of a visually engaging and user-friendly website to showcase the production and its unique narrative. This involved presenting the project’s background, its cultural significance, and the artists involved in a way that captured its emotional depth.
Alongside the website, I developed a comprehensive social media strategy to strengthen Atelier Armonico’s online presence. After analysing their long-term goals, I crafted a strategy tailored to growing their audience and engaging with them effectively. A key component of this was managing their Instagram account and creating visually striking, story-driven content to connect with a wider audience.
To complement the social media efforts, I also launched an email campaign to increase brand awareness and deepen engagement with supporters. These combined efforts helped to build momentum for Living Seams and ensured its remarkable story reached as many people as possible.
This project exemplified the power of collaboration between art, history, and storytelling, and I was honoured to play a role in bringing such a meaningful production to life. If you’d like to learn more about Living Seams, visit Atelier Armonico’s website.
Social Media Strategy: Instagram
When I began working on Atelier Armonico’s Instagram account during the Living Seams production, the account had been largely inactive, resulting in a limited following and small reach. At the time, Instagram’s algorithm heavily favoured daily posting and Reels, with captions playing a less significant role (a trend that has since shifted). However, due to the nature of the project and the contributors’ wishes to remain anonymous, raw video content was minimal. This presented a unique challenge: how to creatively engage an audience using only photos, quotes, and a small amount of video footage.
My primary goal was not just to grow the account’s audience but also to ensure Atelier Armonico’s profile visually reflected their artistic mission. I wanted the account to captivate viewers while highlighting the core themes and values of the production. To achieve this, I followed the black-and-white colour palette and branding strategy established during the website redesign. This cohesive approach ensured brand consistency across all platforms and enhanced branding recognition.
To make the content stand out, I incorporated music by Kurt Weill in the reels. One particular piece became synonymous with the production, acting as its unofficial soundtrack and adding depth to the branding strategy.
As we approached the final performances, I shifted the focus of the reels to highlight the upcoming shows, encouraging ticket sales. The account saw steady growth in engagement, with the final reels achieving over 1,000 views each, including a peak of 1,980 views.
This strategic approach transformed Atelier Armonico’s Instagram into an engaging platform that not only expanded their reach but also showcased their artistry in a visually compelling way.
BEST PERFORMING content
One of the standout Instagram Reels I created for Atelier Armonico involved using InShot to enhance raw footage from the ongoing dance rehearsals provided by Davide Levi. I applied extensive filters and effects to transform the material, introducing a burst of colour into the monochrome branding strategy we had been using. This strategic decision added vibrancy to the Reel, making it pop on viewers’ feeds and drawing attention to the production’s dynamic choreography.
The result was a visually engaging piece that aligned with the production’s artistic mission while standing out in Atelier Armonico’s overall branding. The Reel was well-received, achieving 1,152 views and contributing to the growing online engagement for Living Seams.
The final Instagram Reel I created for Atelier Armonico during the Living Seams production proved to be one of the most impactful, garnering 1,428 views. For this Reel, I used footage from the original production to craft a heartfelt thank-you message. The video expressed gratitude to everyone involved in bringing the project to life and to the audiences who attended the performances.
To make the Reel visually striking, I designed a custom overlay featuring the words “thank you” alongside the Atelier Armonico logo. This thoughtful touch not only conveyed appreciation but also reinforced the branding strategy, ensuring the message was both memorable and professional.
This final Reel served as a fitting conclusion to the production’s online campaign, strengthening the connection between Atelier Armonico and its growing audience.
The most successful Instagram Reel I created for Atelier Armonico during the Living Seams campaign was an invitation to the upcoming performances, which achieved an impressive 1,980 views. To create this Reel, I reused footage from the first Reel, applying a black-and-white filter and omitting effects. This approach ensured the content was recognisable to followers while creatively addressing the limited availability of raw material.
I enhanced the Reel by designing a custom overlay, which I imported into Instagram to provide clear and visually appealing information about the upcoming shows. This minimalist yet impactful approach effectively captured the attention of the audience, driving engagement and reinforcing the production’s cohesive branding.
The Impact of Strategic Branding for Living Seams
Working with Atelier Armonico on their Living Seams production was a rewarding opportunity to blend creativity with strategic branding and social media expertise. From designing a cohesive website to crafting an engaging Instagram strategy, every element was carefully tailored to reflect the production’s artistic mission and connect with its audience.
Despite challenges such as limited raw footage and an inactive social media presence, the results were a testament to the power of thoughtful storytelling, cohesive design, and innovative problem-solving. The Instagram Reels not only revitalised the brand’s online identity but also achieved significant engagement, with the top Reel reaching 1,980 views.
This project highlights my dedication to helping creatives and performing artists elevate their branding and reach their audiences in meaningful ways. If you’re looking for personalised branding solutions or a social media strategy to amplify your artistic vision, I’d love to collaborate. Visit foubography to learn more about how I can help bring your creative projects to life.
