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.
Production company: Familia
Director: Craig Moore
Producer: Clark Jackson
Production Manager: Kevin Chang and David Cho
EP: Jamie Miller and Joby Barnhart
1st AD: Niko
Choreographer: Ashanti McIntosh
Stylist: Ann-Marie Hoang
Steadycam: Parker Brooks
1st AC: Sam O’Melia
Gaffer: Adam Schaffer
Grip: Walter Dandy
Editor: Clark Eddy
Photographer: Adrian Doza
Dancers: A.T. Chau, Smac McCreanor, Tyrik Patterson, Brian Sinegar, Elle Tahtinen, Brahim Rachiki, Kyle McCraw, Sade Keinu, Morgan Marie, Chris Liu, Paula Ayotte and Diamond De Jesus