Dance like No One is Watching

About our first ever campaign…

We are continually confronted by underwear advertising that puts women on display. Objects to be ogled. Sexy, posed, provocative. All about the viewer and the best angle on the boobs/bum/legs (and bra/knickers/hosiery). Yawn. So for our first ever Heist Studios shoot, we flipped this on its head (rebellious…) and asked our dancers to forget about the viewer (and the camera) and to dance like no one was watching. To let freedom, movement, joy and exhilaration take over – to ignore how their bodies look and focus on how they move. We searched high and low to find amazing dancers who could bring the campaign to life. Then we met the insanely talented and inspiring Lucy Ridley — and we knew that we’d found the perfect fit.

We asked Lucy what her typical day looked like…

“Everyday I wake to an alarm of Max Richters version of Vivaldi’s Four Seasons (weirdly after over a year of it I’m still joyous to hear it’s song). I always snooze and nuzzle my head and toes back into the comfort of a known space. Then slowly I adjust from dream to reality, de-tangling myself from an abundance of wild hair. I lie starfish in bed for a moment and calmly say hello to my body; small little stretches; rocking my head and twisting my back. Accompanied by various feral vocal noises whilst wondering what options I have for breakfast (usually an avocado with black coffee and honey lurks within easy reach). As I tip out of bed I try hard to remember the plan for the day. I often wake up lost, which is nice. Once gratefully remembering my agenda, I then set off off. Each day completely different to the next. It’s a really special thing and I cherish it deeply. A typical destination I could be heading too is either to lead a rehearsal for Secret Cinema who I direct and choreograph for, perform for The People Pile, rehearse as dancer in an opera at the Opera house or dance travel myself somewhere gorgeous. Its an expansive type of typical.”


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