Late last year I was asked to get involved in a public service campaign called DrinkUp, part of The Partnership for a Healthier America which Michelle Obama was involved with while First Lady. The goal was to target segments of the Latino community in LA and get them to drink more water as a way to live longer healthier lives.
The creatives at Polvora Advertising had seen and pitched the client using images from my long exposure Dancers in Motion series which the client had fallen in love with, so they contacted me and my team to see if we could do something similar for a series of outdoor advertisements that they had planned. We were more than happy to oblige.
In the end, we spend a week in a dark studio with a fantastic group of clients and creatives as well as 5 wonderful models who ran, kicked, danced, stretched, and shimmied their collective butts off for us. Besides the 5 stills posters, I was also tasked with directing footage of the amazing Mexican folk dancer Grisel Pren which will be used by the team at Universe Productions to create 15 and 30 second TV and web spots who's goal is to match the look and feel of the campaign's still images.
I couldn't be more proud of the results!