OSM 24/25. Classically Yours.

For its 2024-25 season, the OSM aimed to refresh its image by highlighting the passion and camaraderie of its musicians under the inspiring direction of Rafael Payare, while also appealing to a younger audience by showcasing the unique experience the orchestra offers.

This year’s theme: emotion. We wanted to convey not only the magic of the concert itself but also everything surrounding it— the excitement of stepping into the majestic Maison Symphonique, the anticipation before the first notes, and the lasting memories that linger long after. The goal was to capture the full experience and draw a parallel between the emotions shared by the audience and those felt by the musicians, united in a single, powerful intensity.

To bring this vision to life, we went all out. Multiple photo and video teams followed actors portraying a night out in downtown Montreal, captured spontaneous moments during a concert, and recreated the unique atmosphere of a performance and backstage scenes in the studio.

One of the centerpieces of this campaign is a 30-second video—intense and captivating—that showcases the complete OSM experience, from both the audience’s and the orchestra’s perspectives. Authenticity is at the heart of this creation, blending film and digital imagery, much like an orchestra firmly rooted in the modern era.

Classically Yours is more than just a tagline; it’s an invitation to reinvent a night out in the city. Whether a gathering with friends or a romantic evening, it’s an opportunity to embrace one of the greatest cultural institutions that belongs to us all. It’s also a nod to our unique style, where tradition meets freshness, transforming every concert into an unparalleled experience to be lived fully and intensely.