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Creative in association withGear Seven
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David Jones launches A\W 2016 via Whybin\ TBWA - collaboration with Sydney Dance Company

25/01/2016
Advertising Agency
Sydney, Australia
55
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Film directed by Clemens Habicht (the visionary behind music videos for the likes of Bloc Party, Tame Impala and The Presets)
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.

To 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 
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