With over 500.000 visitors flooding the city's streets, ADE is an absolute highlight of Amsterdam's cultural calendar – one that bridges gaps between disciplines, genres and institutions. In an ambitious collaboration between Rijksmuseum and Amsterdam Dance Event, supported by Heineken and KPN, we demonstrated that classical art and electronic music not merely coexist but enrich one another.

The vivid three-act performance 'Breathe, Walk, Die' in the iconic Rijkspassage below the museum not only marked the official inauguration of the Amsterdam Dance Event but also enlivened the Museum Boijmans Van Beuningen exhibition within it. Based on compositions upsammy created for the accompanying audio tour and crafted under the direction of Tom Trago, the performance explored the human condition through themes like fear, desire, and ambition together with its 750 attendees.

With just a two-month timeline, we spearheaded this project's conception, strategy, and campaign rollout, including a live stream of the performance online and on television, a video campaign, recap content, out-of-home advertising, and more.

ADE Opening Event
Experiential & Online
Strategy, Campaign