Grace & Form
Finding a global audience through viral video.
- Sector
- Ballet, wellness & media
- Platforms
- Instagram, TikTok, Podcast
- Territory
- Global
- Period
- 2024 — present
- Services
- Social strategy · Content creation · Creative campaigns · Community management
"Grace & Form’s Instagram has evolved into a global hub for ballet-inspired fitness — not just building community, but serving as an engine for app growth."
The brief
Grace & Form needed to carve out a distinct voice in a crowded wellness space while staying true to the artistry of ballet — and to turn social into an engine for app sign-ups and podcast listens, not just reach.
The objective
Position Grace & Form at the intersection of performance and fitness, and build a global hub for ballet-inspired training.
The strategy
Build the strategy around collaboration with world-renowned principal dancers. Real technique, real names, filmed in the studio — performance-led storytelling rather than fitness-content conventions.
What we did
All creative ideation across marketing and social, setting tone of voice and visual direction; comprehensive social strategy from concept to growth management; brand alignment across every channel; end-to-end delivery — filming, editing, publishing; curated and negotiated brand partnerships aligned with the dancers and founders.