In the UK, consumers look forward to holiday commercials in the same way that Americans anticipate Super Bowl ads — and just like the Super Bowl, the stakes for advertisers are ultra-high.
To make its mark, the London-based luxury online retailer Farfetch tapped director Casey Brooks and Beyoncé choreographer Dana Foglia to create a fully shoppable video that combines music, modern dance and looks available to purchase directly on Farfetch.
Set to a fast-paced remix of Tchaikovsky’s “Dance of the Sugar-Plum Fairy,” a diverse cast of dancers spin, twist and jump in pieces from Fendi, Margiela and MSGM — many in towering stilettos your average Jane might struggle to simply walk in. Those who have seen Beyoncé’s “Formation” video, which Foglia also choreographed, will likely detect a resemblance between the two works, particularly in the radiantly confident attitudes of the dancers.