Capezio

A Video for a Ballet Shoe

A Video of Craftsmanship

Featured Image

Purpose

To create an evocative promotional video for Capezio's new pointe shoe, the Cambré.

Scope

Video Production Still photography Post-Production

Awards

award

Press Coverage

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Description

We brought in Director/Photographer Manfred Reiff, whose strong fashion background was just right for this project.

Reiff’s idea was to emphasize the craftsmanship and the long tradition that Capezio had in making shoes and to compare that quality and effort with the work that a dancer has to do to get ready for her performance.

The story involved the making of the Cambré shoe at their factory and a ballerina of the American Ballet Theater, April Giangeruso, making preparations to dance.

Ballet Dancer.

One day was dedicated to filming and photographing at the factory. The second day, Giangeruso was filmed at the dance studio and was photographed by Reiff in a special photo shoot.

Finally, the Editor, Peter Shelton, put together the different threads of video creating a 1 min 42 sec version as well as a 15 sec version video clip.

The soundtrack featured in this video is Blizzard by Kai Engel (Chapter One / Cold).

The Cambré shoe.

Credits

What Others
Are Saying.

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FUN FACT 1

Ballet started in Italy and quickly became popular in France and all over Europe. Ballet even reached Russia and today it exists all over the world.

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FUN FACT 2

At first, only men danced ballet because women were not allowed to dance in public!

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FUN FACT 3

Most ballerinas wear out two or three pairs of ballet slippers per week!

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FUN FACT 4

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