In spring 2017, Tanzbüro Berlin commissioned us to develop a campaign to raise the public profile of contemporary dance in Berlin. It's a wonderful task – and a very difficult one: dance itself can't really be sold or bought.

The goal was to reach a new audience. Get people to go watch dance? So we thought: let's simply invite them, ask them to do exactly that – with the tagline "Watch Me Dance." We invite everyone directly, one to one, to do the very thing we want them to do: watch dance. The carrier for this message is a T-shirt. The messengers are the dancers themselves – the artists. They're most convincing when they speak to the audience directly with the invitation "Watch Me Dance" – and we wanted the most immediate possible connection between artist and viewer.

We decided to treat the resources available to the campaign – trailers, posters, ads, clips – as external stages, and invited dancers from Berlin's scene to decide for themselves what they wanted to show on these stages. We filmed their performances on mobile phones, raw and unpolished, to keep things as immediate as possible. From the resulting clips, we generated all of the campaign's materials.