The extensive work on "Born To Dance" continued with the key theatrical image for the film's release. The three main cast members, distinctive dance choreography , auckland skyline and maori tribal tattoo pattern through the background - all tied together by the warm energetic colouring. This image was used for the soundtrack (released by Sony), bus backs, cinema drink cups, large scale banners, posters, digital marketing and more. A marketing campaign playing on the different dance crews required further poster designs focusing on the two main crews. These were rolled out as large scale banners at the red carpet premiere, and then tweaked for a street poster campaign. For the home entertainment release, the theatrical art was tweaked to include Parris Goebel and her crew on the cover.