Brand Experience
Just Add Moves
Just Add Moves was a advertiser funded programme broadcast on MTV and funded by Nike as part of their Take Sport Add Music campaign.
CC-Lab devised and produced the show which was broadcast on across various MTV channels and distributed on a DVD given away with 150,000 copies of More magazine.
Nike’s Take Sport Add Music campaign was aimed at getting young women to see dance as an effective and invigorating form of exercise- which can be done to music, is unique to the individual and is one of the best ways to get in shape.
Their campaign featured a series of high profile TV spots, displays in NikeTown London and a website.
CC-Lab was approached by MTV and Nike to devise a TV programme as part of the campaign. We proposed to select eight girls and train them to dance in a music video.
The girls were chosen on the basis of their individual styles, so that the programme would convey the idea that whoever you are, you can find a style of dancing which is fun and works for you.
CC-Lab worked with leading choreographer Sean Cheesman, who has worked with Michael and Janet Jackson, Prince and TLC among others. Assistant choreographers Rocky Smith and Gina Martinez brought experience working with non professional dancers from their work in the Manchester Commonwealth Games and Athens Olympic Games opening ceremonies. Fitness expert Jane Wake helped assess the girls’ progress through their training.
CC-Lab worked with record industry contacts and eventually chose Holderman: Left Right Switch as the track to be featured in the programme.
The promo was directed by Nick Parish, while the documentary was directed by Peter Emina. Frank Lampen produced the whole project for CC-Lab. All post production was carried out in house. 3D graphics for the title sequences were supervised by Rob Jones, and artwork for recruitment posters and the DVD slipcase were designed in house by James Chorley.
The first airing of the documentary delivered a rating 90% higher than MTV UK’s average programme audience, and after the first 15 airings the aggregate ratings were 67% ahead of target.
The documentary, music video, outtakes and Nike adverts were turned into a DVD, with all menu design and production carried out in house at CC-Lab.
150,000 copies of the DVD were distributed free with More Magazine in April, and the dancers appeared at NikeTown London in May to distribute copies, wearing T shirts designed by CC-Lab.