| Title | BREAK THE ROUTINE |
| Brand | VICTIM SUPPORT AND THE NATIONAL CENTRE FOR DOMESTIC VIOLENCE |
| Product/Service | VICTIM SUPPORT AND THE NATIONAL CENTRE FOR DOMESTIC VIOLENCE |
| Category |
A03. Casting |
|
Entrant
|
J. WALTER THOMPSON London, UNITED KINGDOM
|
|
Idea Creation
|
J. WALTER THOMPSON London, UNITED KINGDOM
|
Credits
| Russell Ramsey |
J. Walter Thompson London |
Executive Creative Director |
| Adam Collins |
J. Walter Thompson London |
Creative Director |
| Charlotte Jude |
J. Walter Thompson London |
TV Producer |
| Jennifer White |
Freelance |
Dancer |
| Jason Kittelberger |
Freelance |
Dancer |
| Sidi Larbi Cherkaoui |
Freelance |
Choreographer |
| Noam Murro |
Biscuit Filmworks |
Director |
| Ed Wild |
ED WILD B.S.C. |
Director of photography |
| Shawn Lucy |
Biscuit Filmworks |
Managing Director |
| Orlando Wood |
Biscuit Filmworks |
Executive Producer |
| Charlotte Woodhead |
Freelance |
Producer |
| Stewart Reeves |
Work |
Editor |
| Electric Theatre Collective LA |
Electric Theatre Collective LA |
Post Production |
| Sam Ashwell |
750mph |
Sound Designer |
| Biscuit Filmworks |
Biscuit Filmworks |
Production Company |
Brief Explanation
We see a scared woman as she’s confronted by a menacing man. We hear a powerfully haunting soundtrack, an original composition created and performed by Ellie Goulding.
As the man lifts the woman into the air it becomes clear that this is actually an emotionally intense and physical dance routine.
As they perform this captivating routine, choreographed by Sidi Larbi Cherkaoui, associate artist at Sadler’s Wells, the song swells and undulates in perfect time to the hits, kicks, turns and pirouettes. After three grueling minutes, the woman eventually finds the courage to run away. When the man tries to catch her he is stopped by an invisible wall.
A title appears. “On average, high-risk victims live with domestic abuse for more than two years before getting specialist help.”
The final frame drives viewers to the Victim Support and NCDV websites.
The first challenge was to get the right choreographer who could take violence and make it viewable and watchable. We then set about finding the right dancers to bring his vision to life. Jennifer and Jason were accomplished dancers with the Sadlers Wells Ballet in London. They stood out in the casting process because of their skills as dancers but also the fact that they were a real life couple added extra intensity to the performance.