Creativity

This PSA Conveys the Horrors of Domestic Violence Through Dance

Noam Murro Directs Real-Life Dancer Couple in an Emotionally Intense Routine

By Alexandra Jardine. Published on Oct 13, 2016

Editor's Pick

A new film for U.K. domestic abuse charities Victim Support and National Centre for Domestic Violence aims to convey the horrors of violent relationships via the medium of contemporary dance.

The spot, created by JWT and directed by Biscuit's Noam Murro, features an intensely physical routine by two dancers who are a real-life couple, with a new track specially recorded by singer Ellie Goulding. It's set in a bare house, where their movements mimic violent acts, until at the end of a dramatic chase, the man is finally stopped by an invisible barrier and the woman knows she is safe. After informing the audience that on average, high-risk victims live with domestic abuse for over two years before getting specialist support, the film ends with the line "Break the Routine."

The dance was choreographed by Sidi Cherkaoui, an associate artist at Sadler's Wells, London and a guest artistic director of the National Youth Dance Company. As well as the film, a live performance of the dance took place on Wednesday Oct. 12 in London, driving awareness of the hashtag #breaktheroutine. Specially trained Victim Support advisors were on hand to give information and support.

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About

Credits

Date
Oct 13, 2016
Agency:
JWT London
Client:
Victim Support/National Centre for Domestic Violence
Executive Creative Director:
Russell Ramsey
Creative Director:
Adam Collins
TV Producer:
Charlotte Jude
Dancer:
Jennifer White
Dancer:
Jason Kittelberger
Choreographer:
Sidi Larbi Cherkaoui
Production Company:
Biscuit Filmworks
Director:
Noam Murro
Director of Photography:
Ed Wild
Head of Operations:
Mark Groves
Client Director:
Lucy Hastings, Director at Independent charity Victim S
Production Company Producer:
Charlotte Woodhead
Editorial Company:
Work
Editor:
Stewart Reeves
Post Production:
Electric Theatre Collective
Sound:
Sam Ashwell
Sound Company:
750 MPH
Managing Director:
Shawn Lacy
Executive Producer:
Orlando Wood

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