DANCE CHAMPIONS.

A new lifestyle brand for competitive dance, a youth sport that rivals hockey in participation and spend, and the top extracurricular for girls, yet had no easy way in. Dance Champions brings competitions, apparel and media under one name. The work spanned the brand development and launch campaign, with photography, video, a custom song and choreography by grammy-award nominated Lunice, apparel designed with Wesley Tang, and content with  top dancers in Toronto.

CLIENT: Dance Chanpions
ROLE: Creative direction & design
AGENCY: Collective Advantage 
STRATEGY: Andrew Rusk
APPAREL DESIGN: Wesley Tang
PHOTOGRAPHY: David Pike
DIGI TECH: Ro Agalawatte
PRODUCER: Steph Mill
VIDEO, MUSIC, & CHOREO: Lunice F. Pierre II
RESULTS: Exceeded every revenue, registration and engagement target to date