DANCE IS A BIRTH RIGHT.

This brief was made up of a problem stage (research and identifying key areas) and a solution stage (idea generating and proposing outcomes).

My project delved into the contemporary craving for collective dance in Western culture, contrasting it with its fading allure among newer generations. Through an exploration of cultural nuances, I emphasized the vital role of dance as a communal experience, especially poignant in light of the growing loneliness epidemic. Using the vibrant backdrop of the electronic dance scene, I highlighted the gradual loss of its traditional spirit in conjunction with the loss of true individualised dancing within a collective space.

Proposing a solution, I advocated the importance of shared mindsets, drawing understanding from both elder generations and the foundational influence of black culture on this dance movement. The project formed the birth of a brand dedicated to a communal ethos, fostering open dialogue with its audience, which aimed to grow into a creative collective. This outcome was tested with consumers, including an immersive event and an in-depth four-month content strategy, the initiative shows promising signs of success and these skills would translate into a career in PR.

This project encouraged me to pick up a camera and create my own photoshoot set, which ties in with art direction, but it fundamentally aided my skills within research and my ability to draw key insights in order to be innovative in the way I viewed world trends, aiding skills for trend forecasting and journalism based careers. It was a joy writing this report as I thoroughly enjoy articulating what I find curious, which I will extend into my career.