We took a modern, minimalist approach to this iconic opera in order for it to hold true to the tragic beauty of the story.
It inspired, delighted, and brought new audiences to OperaQ.
With a colour palette worthy of romance, and strikingly bold typography - it seemed this opera would be one to catch.
Madama Butterfly's tragic romance was hinted at in the launch video.
The digital world experienced the sweeping emotion of Puccini's masterpiece in another teaser.
What's that poking through the trees? Is it a bird? Is it a plane?
Look out - QPAC's got a giant butterfly on it.
And you can even spot it all the way from the Victoria Bridge.
These butterflies came to rest in Avant Card stands all around the city.
The campaign was supported by Facebook content, to remind people of the launch, opening night, $25 tickets, and of course, closing night.
A beautiful die-cut Madama Butterfly program made its way into more than a few hands...
While guests at opening night were stunned by the hundreds of butterflies gathered behind them.