'The Puma Dance Dictionary' by Grey London

Before there were words, texts, tweets, we had body language.

 

The Puma ‘Dance Dictionary’ is a new language of dance created to launch the new Puma Sync Fragrances.

 

A form of non-verbal communication that enables people to speak with their bodies, encrypting words into dance moves.

 

At the heart of the Dance Dictionary is a unique messaging platform that translates words into dance. A social tool that lets people dance the things they would dare not say. Each word of the message is converted into a unique dance move and edited together to form a whole sentence. This video can then be shared on social networks or e-mailed to someone directly.

 

 

More expressive than a status update. Cooler than a tweet. More flirtatious than text.

 

Puma Fragrances collaborated with a host of the world’s best freestyle dancers including Storyboard P, King Charles, PacMan, Ron Myles AKA Prime Tyme and Krumpers Big Mijo, Outrage and Worm and A-List Choreographer, Super Dave.

 

Beyond the message translator, the Dance Dictionary will serve as a comprehensive inventory of Dance moves and their definitions for Freestylers.

 

Brooklyn based Dancehall producer Dre Skull has collaborated with vocalists Megan James and Popcaan to create a track for the Dance Dictionary which launched last week. A music video to accompany the track has been shot by multi award winning Director, Daniel Wolf.

 

The Dance Dictionary will also feature in a TV commercial across Europe.

 

Credits

 

Project Name: Puma Fragrances presents the Puma Dance Dictionary
Creative Agency: Grey London
Chief Creative Officer: Nils Leonard
Creative Director: Andy Lockley
Creative team: Ryan Connolly, Henrik Ridderheim
Designers: Ryan Connolly, Chris Chapman
Agency Producer: Rebecca Pople
Assistant Agency Producer: Alex Manzi
Creative Producer: Maxine Hose
Digital Producer: Andreas Zaremba, Sarah Brennan, Peter Jacobs
Digital Strategist: Jez Dutton
Information Architect: Colin Franks
Managing Partner: Sam Southey
Business Director: Susan Pratchett, Blair Meyler
Account Director: Youssri Rahman
Planning Director: Christianne Hamilton
Production Company: SomeSuch&Co
Director: Daniel Wolfe
Director of Photography: Andre Chematov
Production Company Producer: Lee Groombridge.
Editors: Matt Newman, Chris Brown, Tom Lindsay, Vee Pinot, Michelle Difrancesco, Marvin Alvarez @ Hogarth / Trim
After Effects: Russ Tams @ Hogarth
Post Production: Hogarth / Framestore
Sound Design: Liam Conwell at Hogarth
Music: Dre Skull featuring Megan James & Popcaan
Music Supervisors : Dom Bastyra @ Platinum Rye / David Laub @ First and Last
Choreographer : Super Dave