Top Australian fashion store David Jones is launching its A\W 2016 collection
with a celebration of fashion, dance and music in collaboration with
the Sydney Dance Company through Whybin\TBWA Sydney and MAUD.
launch the season, a film directed by Clemens Habicht (the visionary
behind music videos for the likes of Bloc Party, Tame Impala and The
Presets) has been created starring dancers from the Sydney Dance Company
and choreographed by artistic director Rafael Bonachela. Joining them
on a carousel dancing to the Disclosure track "When A Fire Starts to
Burn" are David Jones ambassadors Montana Cox and Jessica Gomes, and
completing the ensemble is international supermodel, Catherine McNeil.VIEW THE WEB FILM
The correlating brand book images, shot by renowned photographer Beau
Grealy on a dark mirrored set, capture the cast including dancers from
the Sydney Dance Company.
"The partnership between David Jones and the Sydney Dance Company is a
meeting of two brands who share qualities of innovation and spirit,"
says Donna Player, David Jones Group Executive Merchandise. "Performance
and fashion are both timeless expressions of individuality so it was
only natural we celebrate our new season pieces through dance for our
A\W 2016 campaign."
Agencies: Whybin\TBWA Sydney and MAUD
Production Company: Collider
Post Production Company: BlackbirdVFX