Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?

Editors' Choice

MassiveMusic Scores a Desert Dance for Nowness & Nike Women

MassiveMusic London, 2 years, 12 months ago

Editors' Choice: Somesuch's Abteen Baghari shoots short film to Jessy Lanza’s ‘As If’

MassiveMusic Scores a Desert Dance for Nowness & Nike Women

Nowness and Nike have collaborated to produce an elegant brand film for NikeLab. Directed by Somesuch’s Abteen Bagheri, the short film will be hosted exclusively by Nowness for 24 hours. It focusses on a female dancer and is set to Jessy Lanza’s ‘As If’, with Music Supervision coming from MassiveMusic London. 

Nike invited technical couture designer Pedro Lourenço to create their first women’s performance collaboration. Consisting of eight pieces, the collection blurs the previously distinct lines between high-fashion and tech to create a clean, simple and modern range.

Nowness and Nike headed to Morocco’s Atlas Mountains to shoot an artistic film with French dancer Hajiba Fahmy, showcasing the range’s performance capabilities. The dancer, whose previous acclaimed work includes performances with Beyonce, performs a highly physical routine, exaggerating a range of natural body movements to highlight the collection’s versatility.


The day-to-night film is set to the experimental electronic sounds of Hyperdub artist Jessy Lanza. 

Her track ‘As If’ provides the perfect accompaniment to the other-worldly backdrop, and music supervision from the project was carried out by MassiveMusic London.

MassiveMusic London Producer, Tim Preston says “When this project came along, we were blown away by the creative direction and just had to be involved. We went through a fairly large creative search of emerging talent focusing on UK bass music with a female influence. Jessy Lanza was one of Nowness and Abteen's first choices right from the beginning. After speaking to Hyperdub and Domino about the project everyone felt it was the perfect match for this collaboration. 

Roscoe Williamson, Music Producer at MassiveMusic London, says “It has the space needed to let the visuals take precedence whilst keeping a constant rhythm throughout. Jessy’s off kilter production and vocal performance add a real sense of dynamic to the film which was really important for Aaron Sillis' (the choreographer) brief.” 

Tim adds “It was a great collaborative effort in so many ways, from fashion, design, choreography and film. We were just glad to be brought in to help gel everything together with music.”

Advertiser

Advertiser: Nowness and Nike

Music and Sound

Music Supervision: MassiveMusic London

Song: "As If" by Jessy Lanza

Production Company

Director: Abteen Baghari

Executive Producer: Tash Tan

Producer: Scott O'Donnell

Production Company: Somesuch

Category: Clothing/fashion , Sports

Genre: Music & Sound Design , Scenic , choreography