Whitney Spencer is an experienced creative marketing strategist creating impactful content and digital campaigns that drive business growth. Her expertise spans various areas, including strategy, development, production, . She is at her best when collborating with brands and creators to develop and execute results-driven content and strategies that focus on 360-degree growth. Her approach involves delivering valuable business insights and boosting the bottom line to help businesses achieve their goals. Her practice is focused on the intersection of communication and storytelling, aiming to create purposeful solutions that are conceptual, thoughtful, and impactful.
A visually captivating story that explores the intersection of: Art. Access. Opportunity. Reflection.
CLIENT
2023
JOFFREY
BALLET
EST. TIME
PRODUCTION: DEC 2023 – MAY 2024
POST: JUNE 2024 - DEC 2024
ROLE
CREATIVE STRATEGY
MARKET RESEARCH
TALENT ATTACHMENT
[THE STORY]
Joffrey Ballet of Chicago contracted Kartemquin Films to develop a documentary or series on the Ballet’s Winning Works Choreographic Competition.
ABOUT WINNING WORKS: The competition is a call for ALAANA artists— African, Latinx, Asian, Arab and Native America—to submit work to be performed by the Joffrey Academy Trainees and Studio Company, set to a commissioned score by a composer/collaborator. Since the program’s inception in 2000, it has grown to become one of the most impactful components of the organization. "The Joffrey Ballet's Winning Works program exemplifies a 'Joffrey for All' and our steadfast commitment to ALAANA artists," says Greg Cameron, The Joffrey Ballet President and CEO. "Winning Works creates more than what we see on stage; it opens an opportunity. This program is integral to the Joffrey's commitment to uplifting emerging choreographers and our Academy dancers.”
[THE CHALLENGE]
While The Joffrey has a dedicated base of supporters and expresses an inclusive perspective on dance that reflects the diversity of America, yet they have been unable to attract a younger, more diverse audience.
THE OPPORTUNITY
Position The Joffrey Ballet as a lead actor in conversations about access and inclusion in ballet.
THE SOLUTION
Partner with Winning Works choreographers to bring their passion for and commitment to ballet to center stage, allowing patrons - both new and seasoned - a peek behind the curtain. The audience will journey alongside the performers, bringing a new meaning to JOFFREY FOR ALL.
THE CONCEPT
It was that quote that sparked the idea behind THE STUDIO. THE STAGE. THE IN-BETWEEN. Most people never get to witness the creative process that brings ballet to life. The grueling hours, the bodily demands, the technique, and the delicate balance of sight, sound, and story.
For THE STUDIO. THE STAGE. THE IN-BETWEEN., audiences will take a deep and intimate dive into the relationship and exchange between the choreographer and the dancers; the space between the idea and the execution. The film will demystify the performer, resist isolation and create accessibility and connection leaning into the Ballet’s belief that “the stage is not a pedestal.”
THE STYLE
Instead of a traditional 50-minute documentry film, we see an opportunity to create something different, interweaving performance culture and the poetics of ballet. We envision a series of short documentaries that together form a sort of anthology of Winning Works. These films will function as stand alone shorts, but will be able to seamlessly flow into one another to function as one complete work as well.
The films are framed by the choreographer’s journey. Each story will navigate through the choreographer’s unique artistic practice, flowing effortlessly from their personal insights on the expression of self to the physical expression of the nuances, stories, and views that bring their stories to life through dance. Of course, the ultimate goal of our time together is to meet the objectives for telling the story of Joffrey’s Winning Works Competition - and we can develop the format for telling that story in the best way possible.
IMPACT & ENGAGEMENT
We tell stories with impact. For us, Winning Works at its core is dismantling structures that make the art of ballet inaccessible. These films will elevate the platform from which these artists showcase their original, innovative work.
We put films in front of the people. We see potential for a robust public run for the project. With a detailed film festival strategy and community engagement campaign, the story of the Joffrey and Winning Works will be in front of community organizations and partners in Chicago and beyond.
Identifying regional and national film festivals to screen the project, including in-person Q&A sessions with Joffrey dancers, choreographers, and leadership.
Partnering with local organizations for special screenings to reach a diverse audience across every part of the city.
Creating opportunities for youth and youth-focused dance companies to screen the film for free, introducing them to the Joffrey and it’s possibilities.
We help build the bridge to success for our projects. Who can we bring along with us on this journey? We like to help identify who can elevate the profile of the project to the public.
Identifying possible donors who can provide critical support for the project in exchange for being named an Executive Producer; these individuals are early champions and validators of the project.
Media and community partners for previews and sneak peeks of the film to create buzz and launch the project into the world; think IndieWire trailer premiere, sneak peek at the MCA, early preview for major supporters.
We tell the story of the project. We want the Joffrey to be a leading part of the national conversation about access and inclusion in ballet. Using Kartemquin’s profile in the documentary industry, we cultivate media partnerships to elevate Winning Works and the Joffrey Ballet, at large.
STATUS