Long-Form Brand Films Embrace the Art of Dance to Connect With Consumers

Apple, Uniqlo and Rag & Bone use movement to spread their message

In early February, clothing brand Rag & Bone released an epic, five-minute film starring Kate Mara and Ansel Elgort. Rather than tapping the superstars for their respective acting prowess, Rag & Bone instead used the stars as dancers (along with a host of other talented, trained individuals) in a masterfully shot film. A few weeks later, Apple unleashed a delightfully choreographed ad campaign, touting the new Apple HomePod, starring the electric English singer-songwriter FKA twigs dancing in a spot directed by Spike Jonze. And in April, artist Solange partnered with Uniqlo to create a performance piece centered around movement for the brand’s line of sportswear.

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This story first appeared in the May 14, 2018, issue of Adweek magazine. Click here to subscribe.