M35 was commissioned to conceptualise and art direct Sydney Symphony Orchestra's 2023 season. To help shape the vision of the campaign, M35 collaborated closely with photographer Pierre Toussaint. The campaign's primary objective was to deepen the emotional connection between the audience and the orchestra. To achieve this, the campaign went beyond showcasing final performances and instead focused on capturing candid moments from backstage and the rehearsal pre-performance. Additionally, the campaign aimed to encapsulate the dynamism and energy of the live performances in a visually engaging and occasionally abstract manner.