Selfridges | Strength

Next Project Work (Commercials)

Selfridges | Strength

Movement Genre:

• African Dance
• Dancehall
• Step Dance (Stepping)
• Performance Direction
• Movement Direction
• Character Direction

Selfridges is a chain of high end department stores in the United Kingdom. The flagship store on London’s Oxford Street is the second largest shop in the UK. The latest launch from Selfridges’ broadcasting channel Hot Air explores the subject of their latest campaign, Strength (#SelfridgesXStrength).

The film ‘Control’ features the skilful drumming of new music talent Georgia (excerpt from the song ‘Move Systems’), married with the powerful rhythm of an all-female dance crew. The film combines strength sonically and physically, resulting in an immersive and explosive feast for the senses.

Del was responsible for choreographing & movement directing the cast of female dancers with movements incorporating a fusion of Dancehall, African and Step Dance (Stepping).