mophie x Contemporary Dance

In the vibrant realm of social media, we embarked on an enchanting journey with the renowned brand, Mophie. Our innovative concept involved dedicating each month to celebrating a different art form, with one week shining a dazzling spotlight on contemporary dance. This captivating project unfolded as a collaboration with professional dancers, Myles and Joey, who, dressed in flowing attire, became the stars of the show. Amidst a backdrop awash in radiant blue light and a striking circular spotlight, the stage was set for an artistic spectacle. This endeavor was an extraordinary fusion of technology and creativity, a testament to Mophie's playful spirit.

As an Art Director, my approach to this particular shoot was deeply rooted in a profound appreciation for contemporary dance, a genre that resonates with me on a deeply emotional level. I view contemporary dance as a means to encapsulate complex, poignant emotions in a magical and transformative manner. This sentiment served as the foundation for the concept behind our project.

The idea of bathing the set in a radiant blue light, adorned with the delicate glow of fairy lights, was born from my desire to create a visual representation of the ethereal and transcendent qualities of contemporary choreography. In this artistic realm, dance becomes a vehicle for translating profound, often melancholic experiences into a captivating, almost otherworldly narrative. The blue light, reminiscent of moonlight on water, symbolized this emotional depth and conveyed the sense of magic that is intrinsically woven into contemporary dance.

Moreover, I sought to instill in the photographs the very essence of contemporary choreography, which compels the audience to self-reflect and delve into the recesses of their own emotions and experiences. To achieve this, the inclusion of a disco ball, shimmery tinsel, and glittered facial hair added an element of reflection - a tangible representation of the introspective journey that viewers undergo when confronted with this art form. The disco ball, in particular, served as a metaphor for the myriad facets of our lives and the emotions we encounter.

The concept of the big blue circle of light was inspired not only by the profound themes we aimed to explore but also by the product itself, which features a striking and contrasting circular element. This choice was deliberate and strategic, as it not only tied the project to the product but also became a visual representation of the profound impact of contemporary dance on our souls.

In this creative endeavor, my role as an Art Director was to translate my deep emotional connection to contemporary dance into a visually arresting and meaningful project. Through meticulous attention to detail and a commitment to artistic storytelling, we brought to life a concept that merged imagination and reality in a manner that resonated with the audience on a profound level.

To bring our artistic vision to life, I enlisted Myles and Joey, two accomplished dancers. Before the shoot, I provided them with specific styling instructions, emphasizing the importance of elegant, flowing attire while encouraging them to bring outfits that aligned with the shoot's theme. Additionally, I asked them to explore TikTok and Instagram Reels to incorporate viral trends into our project.

During the shoot, the studio was transformed into an enchanting dreamscape, aglow with a captivating azure hue and a solitary spotlight. The floor was adorned with fairy lights, tinsel, and a spinning disco ball, creating a magical ambiance. As the music played, Myles and Joey's synchronized freestyle artistry incorporated carefully chosen props.

The shoot reached a crescendo of orchestrated chaos, resulting in stunning, unrepeatable photographs. This project showcased my ability to seamlessly merge imagination and reality through the lens, eliminating the need for extensive post-production work. We celebrated boundless creativity, with each frame bringing our narrative to life.

Afterward, we capitalized on viral trends, brainstorming ideas on our phones to further connect with a digitally engaged audience.

This shoot was a significant departure from my usual outdoor and natural light settings, pushing my creative boundaries as we delved into the realm of studio photography with controlled lighting. If I were to approach this project differently, I would have worked through specific poses for certain shots, enhancing our creative process. Unfortunately, this endeavor was cut short by higher-ups' decisions to sell the company, leading to a shift in the direction of the social content, aiming for a more generic and less creatively engaging approach. While the world may not have had the opportunity to witness the results of our labor, the experience has undoubtedly enriched my skills and adaptability as an artist and art director.