Cannes Lions
THE FAMILY AMSTERDAM, Amsterdam / G-STAR RAW / 2022
Overview
Entries
Credits
Execution
We’ve fused tap dance with G-Star RAW Hardcore Denim to create an unexpected combination that flies in the face of convention and creates something new — which we think looks and sounds quite magical and creates a contemporary and cinematic take on tap dance. Tap dance has a bit of a classical and stuffy image, so it was a great challenge to portray it as something unpolished. What inspired us is that tap dance is the only auditive dance that we could think of. Tap sounds could form a conversation between two people who don’t have to be able to see each other.
To create a cinematic piece, we shot the film in some of the beautiful buildings of Kyiv. The minimalist interiors and music add a lot of drama. Using a high-speed Bolt camera, we added camera tricks to further enhance the dance, resulting in an almost magical feeling.
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