AIRLAYER
LONSDALE LONDON
RETAIL CAMPAIGN
Director & Choreographer — Alvin de Castro
Director of Photography — Frace Luke Mercado
Production Manager — Robert Cocking
Photographer — Grace Batho
Dancers:
Michael Marmalejos, Jack Wardana, Alexandra Carson, Tiana Canterbury
2017 • Sydney
CONCEPT
AIRLAYER was built around a replication concept: one dancer multiplies into four to create a “layer.” Each performer brought a distinct movement language and variation of the range, with the choreography translating the product idea into movement.
CHOREOGRAPHY
Breaking, waacking and vogue, popping, dancehall and Afro-fusion gave each dancer an individual identity before converging through formations, freestyle and group sequences.
DIRECTION
Shot at Wynyard Walk, the film used its monochrome architecture and sense of flow to reflect AIRLAYER’s sleek, lightweight character. Slow motion, product detail and fluid camera movement gave the campaign the rhythm of a music video.
RETAIL CAMPAIGN
The movement language extended into campaign stills and in-store execution, with imagery adapted across window displays, wall graphics and point-of-sale material.
CHOREOGRAPHY
SO YOU THINK YOU CAN DANCE AUSTRALIA
Choreographer · Network Ten / Shine Australia / FremantleMedia Australia
Lead Choreographer · Seven Network / The Squared Division
G.E.M.: G-FORCE
Choreographer · Documentary Film
YOUNG TALENT TIME — ANTHONY CALLEA, “LAST TO GO”
Choreographer · Shine Australia
PARTY PILIPINAS
Choreographer / Dancer · GMA Network
BORN U 5
Choreographer · Zhejiang Leisure Film & TV
AZUKITA — STEVE AOKI, DADDY YANKEE, PLAY-N-SKILLZ & ELVIS CRESPO
Choreographer / Principal Dancer · Music Video
DISNEY — CLUB PENGUIN ISLAND
Choreographer · Television Commercial
Choreographer · Television Commercial
Director / Choreographer · Retail Campaign
G.E.M. — X.X.X. LIVE WORLD TOUR
Choreographer · BPM Dance Productions / Hummingbird Productions
MICHAEL NGO — LA FASHION WEEK ’17
Choreographer / Dancer · Michael Ngo
JUSTICE CREW — HYPE AUSTRALIAN TOUR
Choreographer · Sony Music Entertainment
YFEST:4FLO — SIXTEEN DANCE CREW CHALLENGE
Choreographer / Workshop Artist · The Esplanade, Singapore