Monday, 6 October 2014

A-Z to Dance with Diesel JoggJeans

A-Z to Dance is a short film that goes through the alphabet by means of dance moves - a dance style or a dance move stands for every single letter. Diesel had chosen to collaborate with i-D to promote their new Jogg Jeans. A combination of Denim and Jersey, this "hybrid denim" as called by the brand, seems versatile enough to be comfortable for every dance move, from A to Z. The message looks pretty believable throughout this movie with awesome cast:

It obviously had earned the "viral video" status, with more than 2 million views in less than 6 months.

In addition, on the dedicated site here you can find a compilation of videos uploaded by users.

Very pleasant campaign overall, in my opinion. Besides the fact that it slightly reminds me of Puma's Dance Dictionary previously mentioned in this blog post.

Wednesday, 20 August 2014

Heat, Sweat, Dance, Agent Provocateur.

Lost explorer craving for water in the desert and having a mirage. A mirage written and directed by Penelope Cruz in this provocative video for L'Agent by Agent Provocateur campaing Autumn/Winter 2014:

That's the second video by the passionate Penelope Cruz for the brand, after the impressive debut video of 2013, and it seems a consistent director's style is pursued. Hot enough to be called Agent Provocateur.

Thursday, 15 May 2014

Free People presents: Worst Dance Ad of the Year

Free People presents: an ad which really upsets dancers by using a very non-professional dancer to promote a dancewear collection. The atrociously poor dance skills combined with almost 2-minute testimonial talk which was supposed to be of a professional ballerina triggered tons of critical comments under the original video on YouTube:

The good news for Free People is that the dance advertising disaster is on its way to become notoriously viral. It was even covered by AdWeek with this article. Great lesson on how Not to make dance ads.

Tuesday, 22 April 2014

Classical vs. Pop. B-Classic presents The Classical Comeback #CallForEntries

B-Classic, an innovative Belgium classic music festival, has a new project with the ambition to give classical music the same popularity as pop and rock music have nowadays. For that purpose a video was created: classic music by Dvorak with his Symphony No. 9 and a performance by Korean dance group called Waveya:

Ain't it foolish? Or simply brilliant?

The ones who like the concept of classic music piece presented with pop music means, don't waste time but check out how to participate and present your entries for the Classical Comeback project.

Monday, 17 March 2014

Interractive, shoppable, danced - Mine

"Mine" is a short movie by Nowness presenting  a spring/summer fashion selection in a beautiful interrractive way. The filmmakers from Tell No One worked together with the dancers from London's Sadler's Wells Theater to create this short meeting between moviemaking, fashion and dance. Nice tech-perks are included, such as motion touch and shopping options.

The full interractive version is on

Tuesday, 29 October 2013

Virgin America Safety Dance

Do you ever watch the safety instructions while the plane is preparing for take off? Come on, be honest, it's no. Well, this one will make you do so.
The Virgin produced Virgin America Safety Video is a bit long but if these 5 minutes were what happens every time before Virgin America flight, I would want a seat in the first rows.

Special thanks to my dancing friend Victoria for showing me this.

Tuesday, 24 September 2013

Chloé Roses or if fragrance was a dance

Rose, delicate, beautiful. This video celebrates the rose as seen by Chloé in the brand's new fragrance Roses de Chloé. While the main characters in the perfume bottle are thousands of petals of the Rose Damascena essence, the blooming roses in the video are realized by the French choreography company 'I could never be a dancer'.

As for my taste, that's all my favorite things in one: roses, dance, art, brands. A piece of work I like so much that I secretly wish I did first (or not so secretly anymore). Thanks to my friend Catalina for showing me this.

Monday, 16 September 2013

The Saint Laurent Ballerina shoe collection Dance Video

YSL didn't take my breath away with stunning video content. Till now. Their official YouTube channel, started about an year ago, made out of the Saint Laurent brand a late follower rather than an active figure compared to the efforts of other big names in fashion in that field of communication. But with the latest piece of content Saint Laurent, with Hedi Slimane at the head, is on the right track.

Slimane's first film for Saint Laurent presents the designer's new Ballerina shoe collection in the most appropriate way - with ballet-like dance. Good concept with lots of contextual messages - the timeless black-and-white, the leather and flannel shirt reminiscent the YSL fall-winter 2013 collection, the soundtrack. It would be close to perfect if it wasn't for the doubtful ballet dance skills of starring Lida Fox. Although her performance may make her look a good dancer amongst models, I wish I saw a real ballerina at her place, one who would make this performance less... dull.

Thursday, 11 July 2013

Strenght in motion: ballerina Tamara Rojo for Lexus

It's been a while since an automotive brand has done a good piece of content using dance as a language of expression. And now here is one, which impressed me. The new Lexus IS commercial is featuring Tamara Rojo:

She is not just great ballerina but she has that distinctive spirit of both intelligence and strenght which transforms a dancer into an amazing dancer. Plus, she uses the perfect words to explain her philosophy of dance as a communication system:

Very sophisticated choice for Lexus IS 2013, I would say.

Wednesday, 22 May 2013

Dance Dictionary by Puma

Dance is a language. Sometimes better than words. I keep saying it. And now this message comes to life in very creative way by Puma Fragrances. To celebrate their new product line, they created the Dance Dictionary:

Great interactive campaign inviting you to translate your messages into dance moves by using the Dance Dictionary. Of course, than you can transmit your message to the world via social media.

Ok, enough said, time to get lost in translation...
Try it out on

Saturday, 11 May 2013

One tango on wheels, by Louis Vuitton

To celebrate Zephyr, the new 4-wheel suitcase in their product line, at Louis Vuitton have chosen to present the art de voyager this time through a dance performance at the airport.

While watching those beautifully dynamic moves, the key features of the suitcase are almost imperceptibly introduced to the viewer. That's smart.

But what is more important goes beyond the product in question. Once I saw it, it immediately stuck on my mind as a captivating tango dance metaphor of the modern hustle of travelling, yet in the most sophisticated and passionate way possible. That is the continuous Louis Vuitton tale, or in this case better call it dance, for the art de voyager. This is why I like it.

Friday, 26 April 2013

More Beyoncé, Mirrors and Pepsi

Talking about Beyoncé and her hot 2013, we can not skip also her performance for Pepsi that was released earlier this month. Here it is, with never-before-seen routine, as the video description claims:

I find even better the video behind the scenes:

Great Mrs. Carter. #BeyHereNow.


Better world in motion | Desenvolvido por EMPORIUM DIGITAL