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

Urban scenes recognisable to real Londoners were transformed through beautiful cinematography, hypnotic music and stunning contemporary dance to create an authentic portrait of London.

Young dancers were brought together to perform a range of contemporary and street dance styles (including ‘bone-breaking’, ‘vogueing’ and ‘wire’) in a celebration of the city’s extraordinary London’s multicultural dance talent.

All the routines and stunts were created in-camera with no post-production.

The cinematography was unusual in that London itself was treated as a character; the film is as much about place as it is about people.

The film editing was more like that in a feature/music video than a commercial; the opening shot is 30-seconds long.

The music was chosen because it’s compelling but unconventional and creates a mesmerising soundtrack to the beautiful visuals.