A Video for a Ballet Shoe
A Video of Craftsmanship
To create an evocative promotional video for Capezio's new pointe shoe, the Cambré.
Video Production Still photography Post-Production
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.
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).