Producing Dance Content for Social Media Campaign

Ever since the pandemic, there has been a noticeable increase in the use of dance in brand videos. Marketing strategies have been leveraging the wide audience reach of dancers by sponsoring their content creation. One recent example of this strategy is Gap's viral campaign taking over Instagram with #LinenMoves. I collaborated with a talented dancer named Jai’Quin on her #LinenMoves. Here's a breakdown of our process: 

Pre-production: We discussed the location, mood, and lighting, and created a shot list to capture the vision of the campaign while also showcasing Jai’Quin’s unique style and authentic story. Because dance is rooted so much in emotional expression it’s always helpful before starting filming to check in and connect back to the music and its story.

Production: When filming dance, it's crucial to capture a variety of shots, including full body, upper body, and close-ups of hands and facial expressions. Communicating with the dancer about which part of their body is being filmed helps them focus their movement. 

Post-production: Editing a dance video requires sensitivity to the music as dance is a representation of the music through movement. It's important to align the movements with the music seamlessly. Using the "Match Cut" technique in editing helps create a cohesive flow between frames. For example:The ending position of movements of Frame A matches the beginning position of Frame B. 

After the edit, we used FrameOi, a platform where clients can review videos and leave comments at specific moments for any necessary changes. And here is the finished product!

If you're interested in creating an authentic campaign featuring dance, feel free to contact me, and let’s work together! :-)