The David Jones A/W 2016 campaign, featuring a collaboration with Sydney Dance Company (SDC), explores the relationship between fashion and movement; pairing the season's most beautiful fashion with the most beautiful form of movement: dance. Created alongside music film director Clemens Habicht and TBWA creative director Toby Norris, the film features SDC dancers, ambassadors Jessica Gomes and Montana Cox, as well as renowned supermodel Catherine McNeil, on a rotating platform dancing to the popular Disclosure track, "When A Fire Starts to Burn."
"The concept of the video was inspired by carousels in Paris, the way how objects spun around a wheel," described Clemens who did extensive research on the concept. The resulting dance studio-inspired set provided a dramatic and dynamic environment, highlighting the shapes of the garments in motion. "The rotation and the turning within the piece allowed multiple angles of the collection to be shown at once, but also to show a really immersive experience in dance," added Toby.
"It's the most brilliant thing I think we've done," says David Jones Merchandise Director Donna Player.
Watch the 360° video edit for a behind the scenes look at how the A/W 2016 campaign film came together.