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Here at TCC, we encourage our people to take inspiration days—to go and experience something that’s been on their bucket list.
Harriet, our Digital Growth Manager, was in New York last week, and took an inspiration day to attend the New York City Ballet’s opening evening of A Midsummer Night’s Dream. Here are her thoughts.
“Attending a ballet at the New York City Ballet has always been on my bucket list, so when the opportunity to go arose, I was excited. I’ve always appreciated the power of live performance and art, but ballet is different. It reminds us of something fundamental about storytelling.”
Harriet Barley, Digital Growth Manager, TCC
The performance was obviously amazing. That goes without saying—everyone can appreciate world-class ballet dancing. But this felt different, and it struck me why: the story was being carried by everything BUT words.
Not least because New York City is a never-sleeping energy hub with a constant cacophony, overwhelm chases sometimes. Ballet provides much-needed respite – a dream for the introverts and socially-drained as well as lovers of the arts.
The entire performance unfolded without a single word. Instead, the narrative was built through movement, music, and staging. It was a story of love, mischief, and transformation, expressed entirely through choreography, atmosphere, and design. And yet, despite no verbal explanations, every scene made sense. Every transition carried the audience forwards. And the emotions—from playful to poignant—were unmistakable.
Wordless storytelling
It struck me how similar this is to what we aim to achieve at TCC. In experiential marketing, we’re always thinking about how to communicate ideas without relying on words alone. We know that experiences start long before any words are read. Whether it’s through the layout of a space, the design of an activation, or the flow of a phygital experience, we’re crafting stories that people feel and understand, sometimes before they even realise it.
What the ballet drove home for me was the importance of simplicity and focus. On stage, every element served a purpose, and in the orchestral pit, every note sent a message. There was no clutter or unnecessary detail. The same principle applies to brand experiences: design with intent, and make sure every aspect contributes to the narrative. It’s not about cramming in every feature or message imaginable; it’s about curating an experience that truly resonates.
All-encompassing experiences with no subtitles
Another takeaway was how the ballet created a shared emotional response. The audience didn’t need a programme note or an explanation—they were swept up in the performance because it tapped into something universal.
This is something I know we think about here at TCC, too. Great marketing connects with people on a human and emotional level, whether that’s joy, curiosity, nostalgia, or excitement. It’s about creating moments that stay with audiences long after the event or interaction.
Reflecting on the performance, I was reminded of how powerful non-verbal storytelling can be, and how easy it is to get that wrong. As marketers, we often rely on slogans, messaging, and visuals to communicate. But sometimes, the most impactful experiences come from stripping things back and focusing on the sensory cues and instincts that existed long before modern language. Tapping into the cues that our old, caveperson brains appreciate. Letting aesthetics, flow, and emotional interpretation do the heavy lifting.
It’s a challenge, but one worth embracing. After all, if a ballet can tell a whole story without saying a single word, what can we do to make our work speak louder?
What if we say less and show more?
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