DANCE 10 000

TitleDANCE 10 000
Category A01. Direction
Idea Creation FORSMAN & BODENFORS Gothenburg, SWEDEN
Media Placement VERIZON Copenhagen, DENMARK
Post Production THE PRODUCERS SWEDEN Stockholm, SWEDEN
Name Company Position
Eva Carlheim Forsman & Bodenfors Account Supervisor
Marie Murphy Forsman & Bodenfors Account Director
Adam Ulvegärde Forsman & Bodenfors Art Director
Clara Uddman Forsman & Bodenfors Art Director
Marcus Hägglöf Forsman & Bodenfors Copywriter
Bjarne Darwall Forsman & Bodenfors PR Strategist
Sara Lemchen Forsman & Bodenfors Designer
Christoffer Persson Forsman & Bodenfors Designer
Magnus Kennhed Forsman & Bodenfors Agency Producer
Sara Björnung Media Kitchen Media Manager
Peter Gaudiano Forsman & Bodenfors Digital Strategist
Filip Nilsson The Producers Director
Kalle Wettre The Producers Executive Producer
Sergej Israel The Producers Producer
Justice (Song D.A.N.C.E x Fire x Safe and Sound) Justice (Song D.A.N.C.E x Fire x Safe and Sound) Justice (Song: D.A.N.C.E x Fire x Safe and Sound) Song
Mattias Rudh The Producers D.O.P
Andreas Arvidsson The Producers Editor
Plop Plop Plop Sound Design Arrangement
Sabrina Lonis - Choreography
Swiss Swiss Swiss VFX
Co3 Co3 Co3 Grade
Lilyana Ilunga - Dancer

Write a short summary of what happens in the film

The film starts with a PG screen – just like other music videos – but with a customized message. The video begins. It’s early morning. A young girl is in her bed, sleeping. A music track starts and suddenly the girl starts to stomp her foot to the beat. At the same time, her digital alarm clock starts to behave funny. It was showing 00000 but now starts counting. The girl gets up and starts dancing. And now, the counter moves to the bottom left corner. It’s counting her steps. The dancer then dances her way through the day with skill, intensity and joy. In the streets, subway, school, gymnasium and then finally all the way back home. She finally throws herself on the bed as the counter hits 10.000. She danced so hard that her shoes give off smoke.

Cultural / Context information for the jury

Generation Pep is an NPO focused on approving children’s health through exercise and healthy food. Kids today exercise less than ever, especially girls in their early teens. During the pandemic, the situation worsened. Our task was to start conversations about the situation, create awareness and focus on solutions. The challenge was to reach kids and teens, a tough crowd, with a minimal budget.

Tell the jury anything relevant about the direction. Do not name the director.

For this film to be great, every ingredient had to be on point. We didn’t want this to be an ad inspired by music videos. For the target audience to accept it, it had to be a music video with a message. It had to be visually stunning and have an amazing track. The editing had to be flawless, the VFX world class and the casting just right. With an extremely tight budget, we knew that the director would have to master all of this – and be willing to go the extra mile. The DoP and editor were hand-picked for the project, and we spent a lot of time searching for the right cast. A great dancer, but not in an unachievable way, with lots of charisma and natural coolness. This project would never had been possible without a shared vision, hard work and lots of favors.