This film was created to launch Uniqlo’s London flagship store as a creative/cultural hub, and to make the brand relevant to Londoners.

It features some of London’s best dancers performing in unconventional London locations not normally featured in advertising.

The music was chosen because it is bold and contemporary, and highly relevant to modern Londoners. It has a hypnotic quality that draws the viewer into in the film and supports the visuals beautifully.

It’s an unusual, underground track, and not the kind of music that’s typically used for brand advertising; it has many different sections with in, and builds throughout.

We wanted the film to feel as if we were stumbling across these dancers in different parts of London, each one lost in his or her own world; the track feeds a trippy, slightly surreal feeling.

The track intro is immediately intriguing and once hooked, the viewer is carried along