Agency adam&eveDDB, London, created this spot featuring a young girl dancing with unbridled passion through her home, putting her family’s possessions in jeopardy as she goes from room to room. Dougal Wilson of Blink directed this “Tiny Dancer” ad which is driven by the Elton John soundtrack of the same title, Post/VFX house was MPC.
The commercial celebrates the idea that with John Lewis Premier Home Insurance you could be protected, no matter what is happening in your home. It is the second film to deliver the John Lewis Insurance campaign idea: “If it matters to you, it matters to us.”
Credits
Client John Lewis Home Insurance Agency adam&eveDDB, London Ben Priest, chief creative officer; Richard Brim, executive creative director; Jo Cresswell, copywriter; Sian Coole, art director. Production Blink Dougal Wilson, director. Editorial Final Cut Joe Guest, editor. Post MPC Tom Harding, VFX supervisor; Jean Clement-Soret, colorist; Julie Evans, exec producer; Hannah Ruddleston, post producer. Music Soundtrack: “Tiny Dancer,” Elton John. Audio Post Factory, London Anthony Moore, mixer.
Dancer turned director Ezra Hurwitz collaborates with Ailey II artistic director Francesca Harper, featuring movement as museum pieces against the Whitney Museum of American Art’s striking architecture for this short film titled Echoes of Ailey. Commissioned to celebrate “Edges of Ailey” at the Whitney Museum, the film accompanies the first large-scale exhibition on the life and enduring legacy of visionary artist and choreographer Alvin Ailey. “Edges of Ailey” is currently on view at the Whitney until February 9.
Animating iconic images from Alvin Ailey’s 20th-century repertory, the film expands on the exhibition by constructing a visual narrative around his storytelling and influences. Set to Radiohead’s “Everything In Its Right Place,” dancers from the Alvin Ailey American Dance Theater, Ailey II, and The Ailey School capture the emotional core of the company’s history--physically situating Ailey’s masterworks amongst the Whitney’s collection.
“As a child, my grandmother took me to Ailey’s Revelations once a year,” said Hurwitz. “No matter how often I saw it, the work captivated me. There isn’t one specific thing I hope viewers take away from the film--or one way to interpret its images. It’s meant to be an abstract work, like Ailey’s creations.”
Turning to his archive, Hurwitz and Harper illuminate key sequences symbolic of Ailey’s profound legacy, closing on an uninterrupted sequence from "I’ve Been Buked," the opening movement of Ailey’s legendary "Revelations." Carrying a watershed moment back to its own medium, Echoes of Ailey captures the multigenerational impact of Ailey’s work, continued by his organization. The short film first premiered on Nowness.
