Daffy's: Dancers JUMP out of MOVIE SCREEN (Fitting Dance)

Credits:

From the New York Times: "The discount retail chain Daffy's staged such live performances over the weekend at the Ziegfeld Theater in Midtown Manhattan before screenings of the new film Amelia. In a campaign by Johannes Leonardo in New York, part of WPP, dancers acted out how shoppers try on clothes in what was called Fitting Dance."

Client: Daffy's Inc.

Brand: Daffy's

Advertising Agency: Johannes Leonardo, New York

Director-marketing at Daffy's: Will Bracker

Executive Creative Director: Jan Jacobs & Leo Premutico

Agency Producer: Matthew Mattingly

Account Director: Matt Ahumada

Director: AB/CD/CD

Production Company: Paranoid US

Executive Producers: Claude Letessier & Cathleen O’Conor

Executive Producer, Frenzy Paris: Elsa Rakotoson

Producer: Janice Biggs

DOP: Zak Mulligan

Choreographer: Noemie Lafrance

Choreography Asst: Ayelen Liberona

Costume Design: Angela Esteban Librero

Editorial: Lost Planet

Editor: Charlie Johnston

Executive Producer: Krystn Wagenberg

Producer: Marcia Wigley

Senior Cutting Assistant: Jesse Hass

Music: Amber Music US

Composer: Will Bates (Fall on Your Sword)

Executive Producer: Phil Mossman

ECD: Michelle Curran

Vocals: Kat Auster

Online: Black Hole

Smoke Artist: Tim Farrell

Smoke Assistant: Tim Vierling

Telecine: Nice Shoes

Colorist: Chris Ryan / Lez Rudge / Gene Curly

Sound: Sound Lounge

Mixer: Philip Loeb / Rob Sayers

AB/CD/CD collaborated with agency Johannes Leonardo NY on an ad that paired a live

performance with live action footage for the retailer, Daffy’s. The directorial collective,

a recent addition to the Paranoid US roster, conceived an entertaining scenario that

encompassed the agency’s vision in relation to the screen.

“The agency wanted direction that captured a new, fresh style. AB/CD/CD was a perfect choice

as they pulled from their extensive music video background and trendsetting lifestyle”, said Producer

Janice Biggs. The collective recently directed Lily Allen’s “Fuck You” and brought a similar upbeat

mindset with strong color palette, scheme, and casting.

This new take on an advertisement was a challenge in more ways than one. While the production

crew was given a two-month execution time, they ended up with three jobs on their hands: a stage

production, a multi-camera shoot and the task of synthesizing the two.

Additionally, costume and choreography played an essential role in

AB/CD/CD’s cutting-edge concept. With a synchronized dance

arrangement incorporating layers of clothing, the directors and

designers paid significant attention to costumes that impacted the

way the dancers moved. Choreographer Noemie Lafrance, a

frequent contributor on Feist’s music videos, brought a professional

artistry, concentrating significantly on timing and demanding

rehearsals.

The performance ran at The Ziegfeld Theater in Manhattan in late

October, most recently October 30 and 31.