↓ Explore the Project ↓
THREAT - TU Dance
Role: Community Engagement Coordinator, Creative Media Specialist, Photographer
THREAT is a multidisciplinary project by TU Dance, merging live performance and educational engagement to explore the systems of power that shape our lives. Featuring original choreography by Yusha-Marie Sorzano, this work interrogates the human relationship to hierarchy, obedience, and rebellion.
In partnership with the CULTIVATE trainee program, the performance was also adapted as an educational experience for schools and community audiences.
CAMPAIGN & STRATEGIC CREATIVE
Setting the Stage Before the Stage
We grounded the campaign in accessibility, reflecting TU Dance’s mission to provide subsidized dance training to underserved communities. From there, all messaging centered community and connection.
Given the work’s themes of power and resilience, we aimed to translate its academic framing into language that felt clear, energizing, and youth-friendly — especially since excerpts would be shown to students. The goal was to hold the depth of the work while making it approachable for all.
Strategy Summary:
Messaging Tone:
Empowering, community-centered, and engaging
Balanced artistic depth with clarity and approachability
Audience Targets:
Youth and educators
Families and local community members
Broader audiences interested in dance, art, and social themes
Channels Used:
Facebook & Instagram (organic + paid)
Grassroots: flyering, cold emailing, community tabling
TU Dance newsletter & partner outreach
THREAT Video Placement
