Dreamings

The Judy Dworin Performance Project is committed to art making and performance that encourages social change. Because the topics that we deal with are often challenging, we need to utilize the most striking visual imagery to draw people to engage as audience in dialogue that can lead to social activism. With the use of Adobe CS3, we were, for the first time, able to create the marketing for our latest piece in house. This not only saved significant amounts of money, but allowed us to carry the visual identity from the initial marketing though the website, the program and study guide. Almost all of the Suite was used in executing this comprehensive visual plan. It allowed us to be able to reach a broader audience than before using more sophisticated imagery and allowing us to reach farther, faster.

The performance piece 'Dreamings' emerged from an innovative arts residency at York Correctional Institution for Women in Niantic, CT and is a piece that connects those behind bars with those who are free by exploring incarceration through the lens of dreams. In so doing, 'Dreamings' awakens in all who experience it a sense of hope and possibility. Because incarceration is a topic that can bring up negative images and stereotypes and that many people avoid, it was important for us to create a visual identity for the piece that would strike a chord of common humanity. This is what the piece attempts to do as well. We also wanted to suggest the non-linear realm of dreams - an evocative dreamscape that would encourage people's interest in what is often thought of as a difficult topic.

We created a postcard, poster, and E-Vite to initially spread the word about the piece. We started with a photo by Nick Lacy taken at a dress rehearsal, and were able to enhance it to create a dreamscape that corresponded to the piece. This imagery was carried through to the program and Study Guide. With every piece JDPP premieres, we feel it is critically important to bring forward the contemporary issues the performance piece raises to explore further with students in our community, particularly the underserved. These issues often resonate with their own life experiences. By providing them with a high-quality professionally designed study guide with visuals that spark their interest, we create lines of communication and inspire dialogue and critical learning as well as bring them more firmly toward the curricular connections provided in the guide. Based on the positive and reflective responses of our student audiences, we have seen the critical need for more and this study guide was designed with an even more strongly directed visual focus.

The donated software was definitely key in making this performance event in all of its aspects the success that it was. We had packed houses each night, and, for the first time, sold a substantial number of souvenir posters. Patrons enthusiastically mentioned how the visuals enticed them to come see the piece and e-mail feedback even further underscored this overwhelmingly positive response.