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Cumulus District: West LA’s New Vision for Community Living



The new film from FAMILIA connects the next generation of creatives and innovators to a new West LA lifestyle

Cumulus District: West LA’s New Vision for Community Living
Cumulus District has shared a bold vision for city living where innovators and creatives come together to shape a new West LA lifestyle. Overseen by New York agency, IF Studio, the film uses dance and movement to shine a light on this exciting new West Adams development, one that celebrates accessibility, diversity, creativity, inclusivity, street culture and art.

Production company Familia conveys these attributes through music, art and movement - bound by a beat that ties this community of inspiring people together. The film is driven by the sounds of LA street culture, captured on set and creatively composed to form a progressive score that enables the performances to build to a brilliant crescendo. LA has so many amazingly talented dancers, and Familia were able to find a crew that performed brilliantly together, as well as individuals.

The team captured real sounds on set - sounds that are synonymous with LA street culture and urban life. The composer, Simon Ringrose, was able to use these sounds to construct a score that progressively built in pace and energy, allowing the dancers to build their performances accordingly, depending on the location.

Director, Craig Moore, commented: “The idea of exploring dance as a visual metaphor for the various aspects of the film was an exciting challenge. It was such a great idea by the team at IF Studio to create a film of this nature for this project, using dance and movement to communicate their messaging and showcase the locations and landscapes of the Cumulus District. I worked closely with Ashanti McIntosh (choreographer) and Simon Ringrose (composer) to bring the visuals and music to life at the different locations around West LA. The sounds we captured around the city and the evolution of the dance evolved into this 90’ film."

"Music and movement were always at the heart of this film, and I have to say a big thank you to Toshi Ide (ECD, IF Studio) for trusting me with this project." he continued. "We were really able to construct the visuals from the ground up, capturing street sounds and finding the trio that backgrounds, and then building everything on top of that.”

Music and movement were always at the core of the inspiration for this project. The challenge was more about how to capture performances differently and frame existing aspects of the landscape with a fresh lens. Using a lot of LA’s beautiful natural light allowed for quick movements through a range of locations over the shoot. In particular, having the dancers perform on top of the glass box was epic, and it gave the feeling of really being up in the clouds. 


Agency / Creative
Post Production / VFX
Music / Sound
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Genres: Choreography

Categories: Development, Real Estate

FAMILIA, Mon, 08 Feb 2021 15:10:01 GMT