Ankita Tobit

I love dancing but I can’t do co-ordinated steps, but on this brief I got to speak to a lot of professional dancers that confirmed what I already thought about dancing - that real dance isn’t about nailing the steps. It’s about FEEEELING the music and yourself as you move to it. After all, when you get on the dance floor you need to bring all of yourself to it. You can’t second guess yourself, you just give into your body and let it move in ways that feel natural. Some call it the flow state or the zone, but we think it’s when a dancer is connected so deeply to themselves that the rest of the world melts away. That feeling is why dancer’s dance and that is what we wanted to capture in this campaign.