Home Branding Sneakers Set the Rhythm for a Gracious Dance

Sneakers Set the Rhythm for a Gracious Dance

Sneakers Set the Rhythm for a Gracious Dance


To advertise its Dash Runner sneakers, vogue home Alexander McQueen launched a stupendous movie, specializing in some components that, apparently, are at reverse ends: Consolation and magnificence, two particulars that award-winning director and visible artist Sophie Muller of PRETTYBIRD performed with a lot care that she made the mix appear a pure one.

That includes singer, songwriter, and dancer Mettenarrative, the movie takes inspiration from the artist’s “fiercely lovely physicality,” sending the viewers on a charming journey the place the world of sports activities strikes rhythmically to that of vogue, the general public finally witnessing a gracious dance efficiency that’s as elegant because the sneakers’ aesthetics are.

Representing “the last word expression of empowerment by clothes,” the spot presents the dancer carrying a corset gown accessorized with outsized silver steel hook-and-eye detailing. A vaporous, uneven skirt enhances her corset, Mette carrying it both in black or tea rose satin. The outfits are paired with the McQueen Dash Runner in basic white, the factor that units the rhythm for the present that’s about to return and that helps the artist push herself to the bounds.

All through the two-minute-long efficiency, viewers see the dancer lifting weights after which effortlessly switching to elegant dancing strikes, harmoniously synchronizing with the sneakers’ aesthetics. Apart from the video, for which the director used totally different digital camera speeds and angles, the marketing campaign contains photos, which fluently converse concerning the improbable feeling and the dynamic and energetic spirit that can comply with anybody wherever the Dash Runner sneakers will take them.

Commissioned by Sarah Burton for Alexander McQueen, the “Dash Coach” movie represents the second out of three equipment movies directed by Muller. Shot at Wapping Energy Station, the video got here to life due to the shut collaboration the PRETTYBIRD director had with Mette, utilizing her expertise as a talented performer to develop the movie’s inventive storyline. “The movie is concerning the physicality, rhythm, and emotion of motion. Mettenarrative is extremely highly effective and athletic all through the movie, pushing herself to the restrict. Lovely but genuine and emotional in her need for bodily perfection,” we discover out from the press launch.

The model’s Dash Runner shoe was first noticed on the ladies’s Spring / Summer time 2022 runway. Out there in all white, white with a touch of black across the heel space, or in seasonal colours, the sneakers are completed with an Alexander McQueen signature and all characteristic the 3D McQueen seal.


Consumer: Alexander McQueen
A movie by: Sophie Muller
That includes: Mettenarrative

Alexander McQueen

Chief Communication & Advertising Officer: Paolo Cigognini
International Digital Communications Director: Calandra Caldecott
Head of Manufacturing: Judith Paternoster
Manufacturing: Aliia Galimova
Manufacturing Coordinator: Yasmine M’Rabet

Wardrobe: Sid Barton
Design: James Norton
Hair Artist: Ali Pirzadeh
Hair Assistant: Tommy Stayton

Make-up Artist: Bea Candy
Nails: Marta Nagorska
BTS Photographer: Rowan Greig

Manufacturing Firm: PRETTYBIRD

Co-Founder UK / Exec Producer: Juliette Larthe
Head of Manufacturing: Fiona Bamford-Phillips
Producer: Benji Landman
Manufacturing Assistant: Lottie Lindsay-Beavan

1st AD: Clara Paris
2nd AD: Lucia Ritucci
Runner: Hugo Foley
Runner: Josh Haselden
Runner: Peace Ogbuani
Runner: Shaniece Scott
Runner: Naurin Chowdhury

Director of Images: Joel Honeywell
Focus Puller: Hopi Demattio
Clapper Loader: Kairo Jones
Digicam Trainee: James Groves
Steadicam: Josh Brooks
Stills Digicam Operator: Jess Pearson
Underwater Digicam Operator: Rob Franklin
Grip: Tom Stansfield
Grip: Paul Mammone


Video Playback: Von Adams
DIT: Ash Daniyan

Location Supervisor: Kim Fenton
Location Assistant: Lottie Turner

Gaffer: Tom Nowell
Electrician: Cleo Vogler
Electrician: Andy Gonsalves
Electrician: Gregory Britten

Rigger: Nick Curry
Wires Rigger: Andy Thompson
Generator Operator: Taylor Egan
Generator Operator: Eleanor Waller

Artwork Director: Nancy Brown
Prop Man: Ed Kellow
Artwork Division Assistant: Harrison Clark
Artwork Division Runner: Lili Fletcher

Motion Director: Benjamin Jonson

Stills Digicam Operator: Jess Pearson

Medic: Verity Stacey

Cherry Picker Operator: Ian Web page Mitchell
Honey Wagon Driver: Martin Dean



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