Cannes Lions

For Owning The Dancefloor

ACADEMY FILMS, London / BUPA / 2017

Film

Overview

Entries

Credits

Overview

Description

A woman expresses herself on the dance floor in this uplifting yet understated BUPA commercial. Opening on her short journey from the drinks table, the array of emotions on her face suggest a far longer journey has taken place in her life. Then we learn she's had successful treatment for cancer, and understand we're witnessing her emergence from a long dark tunnel into the bright, welcome light of day.

Execution

The first thought when casting this film for Bupa was that we needed to find a woman who could really move. A great dancer. Someone used to being directed in their movement, not just their acting ability. We started our search with street casting, then moving to dance clubs specializing in Salsa, Northern Soul, over 30’s nights – all manner of events and societies where dance was the focus. As time went by it became clear that we really did need an actor of real ability for this role, not just a dancer. Someone who could convey that journey from vulnerability through to realisation, relief, strength and then pure joy, all within 60 seconds.

The chemistry between the director and actress on first meeting her and particularly during the recall session was really noticeable. She had all the right acting attributes, plus she could dance!

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