In the first of a series of digital content pieces we see Serena, in a studio alone, dancing with abandon to The Donnas’ cover of Billy Idol’s iconic 80’s track “Dancing with Myself”. It’s a loose, playful, expressive side of Serena we have rarely seen, where she is truly doing something for herself. Launching alongside this is a brand film titled ‘Behind the Dance’, providing the audience with an intimate insight into Serena’s feelings on the importance of women investing in and focusing on themselves.
The content-led campaign provides an intimate look at Serena the woman and what drives and inspires her. For Berlei, it expresses the essence of their relationship with women through the brand positioning ‘Do It For Yourself’.
Platform intentionality was key to building out this campaign, with each of the seven pieces of content featuring Serena tailored to the respective social platforms, and working in harmony to drive a ‘content to commerce’ result.
‘Do It For Yourself’ launched nationally Thursday 12th January across all social channels.
Here is what happened:
Watch all seven content pieces below.
Hero Piece 1: #DoItForYourself
Hero Piece 2: ‘Behind the Dance’
Social Short 1: ‘Believe in Yourself’
Social Short 2: ‘Be Strong not only for Yourself…’
Product Piece 1: ‘Electrify’
Product Piece 2: ‘Shift’
Product Piece 3: ‘Full Support’
Content & Production Agency: Emotive
Concept & Creative Direction ‘Do It For Yourself’ Dance video: Parlour
Creative Agency ‘Behind the Dance’ video and social edits: Emotive
Digital Amplification: Emotive
Talent: Serena Williams
Choreographer: Mecca Andrews
Director: Paola Morabito, Exit Films
Creative Director: Andrew Cameron, Emotive
Senior Producer: Hayley-Ritz Pelling, Emotive
Producer: Trevor Paperny, Bastard
Production Manager: Shawn Dougherty, Bastard
Director of Photography: Sharone Meir
Additional Photography: Harrison Schaaf
Editors: Uthayan Selvaraj & Sam Gadsden, Emotive
Activations Director: Sarah Clifton
VFX: Mike Lomas
Audio Post: Nat Joyce, Rumble studios
Colourist: Tristian La Fontain, White Chocolate
Stills Photographer: Jez Smith
Location: Hollywood Dance Centre