Dance into confidence - arc1801 - Better me JPG
Dance into confidence - arc1801 - Better me VIMEO 1m:11s

Dance into confidence - Better me

Dance into confidence - Better me - arc1801

Official Selection

Title of Piece: Dance into confidence
Brand: Better me
Production Company: arc1801
Client: Better me
Director: Nata Ivanova @nataliaivanovaaaa
Producer(s): Anna Bondarenko @ane4kb
Editor: Mykyta Bereg @oveay
Director of Photography: Nikita Khatsarevich @khatsarevich
Production Design: Gena Tumelevich @genadzi_tumelevich
Music/Sound Design: Music Koloah @koloah / SFX @massivemusic
Casting Director: Masha Kruk @msh.kruk
Visual Effects: Danil Ulanov @danillk_0
Instagram Tag: director @nataliaivanovaaaa producer @ane4kb @bettermestore
Short Synopsis: “Dance into Confidence” is a video campaign for the brand Better Me that celebrates Vogue culture as a transformative vehicle for self-confidence. From the very beginning, our team was inspired by the immense impact Vogue culture has had on individuals around the world, empowering them to embrace their unique identities and express themselves with utmost confidence.
Insecurities are all too common to confirm this fact — 6 in 7 people worldwide are plagued by feelings of self-doubt. We meticulously curated the visual aesthetics to amplify the message of self-assurance and empowerment. Bold colors, striking lighting, and dynamic camera movements all contributed to the vibrant atmosphere of the video, accentuating the strength and grace of the dancers.
Throughout the video, we showcase individuals who have found their strength and authenticity through Vogue.It was very important for us to find people who are part of the Vogue community.I am very glad that representatives of the Vogue community located in Poland took part in our project. Not only were they important characters in our video, but they helped us immerse ourselves in the culture and history of Vogue.
I am incredibly proud of the entire team's dedication and passion in bringing this project to life. We made the deliberate decision to capture this project on a film camera.The use of a film camera compelled us to approach each shot with care and intentionality. Every frame became a meticulously crafted piece of art, with the dance floor serving as our canvas. By embracing this medium, we sought to evoke a nostalgic ambiance, transporting our audience to a bygone era where elegance and sophistication reigned supreme.
This project is interwoven with love and passion for our team, ourselves, and life itself. The immense love we have for this project as a team is evident, and we sincerely hope that you will share the same love for it too.
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