The sustainable dancewear brand Imperfect Pointes has commissioned the video agency What Media in Manchester to produce their first branded video.

The video project shows the ethical and environmentally friendly designs of Imperfect Pointes and helps consumers understand the impact of ballet clothing on the environment.

Finding a balance between beauty and destruction, the motif shows a dancer moving through projected images of climate change, the landfill, and a sea of ​​plastic – highlighting the dangers of fast-paced fashion in dance clothes.

The Manchester-based What Media team worked closely with the brand’s founder, Helen Banks, to handle the storefront from the start, develop the creative concept and manage the execution of the content.

An all green shoot was held at the Depot at Mayfield, an old train station near Piccadilly in Manchester that was being converted into an event space, banning single-use plastic on-site.

The team worked with brand ambassador Mayara Magri, first soloist for the Royal Ballet, and choreographer Mathew Ball, solo dancer for the Royal Ballet.

Helen Banks, director of Imperfect Pointes, said, “After working on campaigns for major fashion and sports brands over the years, launching my own sustainable brand meant I was really keen to make sure my vision came to life.

I chose What Media because of their quick understanding, passion and technical ability to work together and create something very special. Chris and his team really listened to what I wanted to achieve and I trusted that they would create something that reflected my brand purpose and performed Mayara’s great ballet dance. The What Media team hadn’t worked on a ballet film before, and I think they really took up the challenge to get an outstanding result. “

The Imperfect Pointes campaign will go live on April 27th and will be featured on their website and social channels.

What Media Creative Director Chris Townsend said of the storefront, “One of the most important things we look for in new projects is working with companies that are trying to make a positive impact on the world or the environment.

The Imperfect Pointes storefront was an excellent balance between working with a brand focused on making a difference and the freedom to take on an incredible assignment and bring their messages to life via video. “

Chris added, “We really enjoyed working with the team and translating the idea into the video content from the get-go. We look forward to seeing it live. ”

What Media was founded in Manchester in 2016 and specializes in creatives, videos and animation.

What Media started 2021 on a bang, adding several new clients and project reports, including Uber for Business and Muscle Food.

For more information and to watch the full video, click here.

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