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. The foundational concept we developed, combined with consistent graphic elements, is strong enough to support a different visual treatment each year — mobile phone clips, backstage photos, split-screen formats — allowing the campaign to stay contemporary, shift focus annually, and remain aesthetically flexible and relevant over time.

Our assignment included concept development for the campaign, including a public relations strategy, as well as full responsibility for the campaign's overall execution. The team we assembled included additional designers, a photographer, a cameraman, a film editor, a sound designer, set assistants, a PR consultant (male and female), retouchers, programmers, and more than 30 dancers from Berlin's dance scene.