Imperfect Pointes
Imperfect Pointes wanted to create a brand awareness video to promote their eco-friendly ballet-wear, allowing them to become the favourable sustainable ballet-wear brand. Creating a dancewear collection which stands the test of time, they wanted to send a message that sustainability is best for dancers and the planet.
The Brief
Imperfect Pointes wanted to create a video which established their brand in a creative, preponderance manner. The brief gave us the opportunity to allow our creative juices to flow. We filmed in the freezing Depot Mayfield in April with the leading ballet dancer, brand ambassador, and newly appointed Principal of the Royal Ballet, Mayara Magri; collaborating with Matthew Ball, also Principal of the Royal Ballet, as Director. We projected footage of landfills and debris onto the walls whilst Mayara pirouetted; highlighting the importance of sustainability.
Before shooting we took time to familiarise ourselves with the ballet world, understanding how Imperfect Pointes operate as a brand. We focused on thoroughly ensuring this shoot had a minimum environmental impact, something which we have since taken to every shoot.
The end result visualises the Imperfect Pointes brand in a way which empowers their core values, and also allowed us to have a lot of creative fun!
More For This Client
We also created a Director’s cut which Principal of the Royal Ballet, Matthew Ball, conducted.