Life In Motion were commissioned by The Mob Film Company to produce and develop the movement for the JD Williams Campaign -I AM. Featuring their Autumn Winter Collection for 2018.
Our versatile Creative Director Julie Kavanagh met with Film Director, Kathryn Ferguson and The Mob Film Company producers to understand the look, feel and tone of movement the client and agency TBWA creatives were after. Several discussions took place on who would be best to produce the movement given that some of the ladies cast were not pro models. The director was keen that the Life In Motion choreographer needed to be able to relax the cast and do a little hand holding to.
It was important that the JD Williams spot became a magical experience that made the ladies feel special. The choreographer needed to ensure the movement came across as believable on camera, nothing was to look staged or wooden.
Julie decided her right hand guy Johnny White fitted the bill perfect. Johnny has a natural charm, great Irish wit and certainly knows how to have a good craic on set whilst motivating and encouraging non dancing talent to move. Allowing the director to get those all important natural, relaxed looking shots.
Take a look. We’re sure you’ll agree the commercial looks great.