Project III (People’s Performance Project) collaborated with 2theFuture to produce a campaign featuring the emerging New York and Chicago-based designer’s ULTRA VIOLET line.
Upon seeing 2theFuture’s designs, Kasey Broekema (she/her) - founder of Project III and creative director for Dancing Through the Digital - immediately knew the concept design had to be eclectic, upbeat, and vibrant to match the unbridled, future-forward energy of the ULTRA VIOLET line. To Broekema, fashion and dance go naturally hand-in-hand, so she wanted to ensure this collaboration was executed as uniquely as possible. To match the maximalist, futuristic, yet nostalgic vibe of the Gen-Z brand, Broekema immediately envisioned the set of movement artists interacting with live playback of themselves on vintage television screens.
In the spirit of sustainability, all of the screens used in the project were upcycled from waste bins or donated from collaborators’ homes for use for the day. To unleash the true spirit of movement collaboration with fashion, Broekema encouraged the dancers to execute a mix of improvised and choreographed prompts from movement director, Shannon Harkins (she/her), captured live on camera by videographer and editor, Esther Health (she/her). The shot was wired to computers, transmitted onto the screens, and played back at varying times and speeds. The movement artists then rebuilt the same shot with their past selves on playback on the screens.
2theFuture’s designs are made from upcycled clothing by the founder Olive Jenkins (they/she). Sustainability is a pillar of the creative collective’s community.
“We’ve seen the fashion and dance collaboration a million times, so I really wanted to ask myself how we could make this different,” says Broekema. “Project III has had the welcome challenge of working with brands instead of solely artists before, but this was our first time tackling a full-fledged campaign.”
“The synergy with 2theFuture was inspiring and Project III appreciated the trust they invested in us to take an idea from their brand and have the creative freedom to run with it - and after the shoot day, 2theFuture took what we produced and articulated the ideas to a whole new level to fuse with their brand. Every Project III collaboration has been unique and it is always a treat to see how the process unfolds,” Broekema concluded.
Dancing Through the Digital dropped everywhere online via Project III and 2theFuture platforms on December 1. Shop the ULTRA VIOLET line on 2theFuture’s website:
https://welcome-2thefuture.com/ and learn more about Project III’s 2024 collaborations:
https://piii.tilda.ws/.
CREDITS:
Clothing and Design:
2theFuture - IG: @wearit2thefuture
Creative Direction and Production:
Project III - IG: @project.iii
Kasey Broekema - IG: @kasey.broekema
Creative Ideation:
Kasey Broekema - IG: @kasey.broekema
Khepera Lyons-Clark - IG: @codekhepra
Gigi Guerandi - IG: @giuseppeguerandi
Olive Jenkins - IG: @olivefromthefuture
Videographer, Photographer, Editor, Original Music Mix:
Esther Heath - IG: @esthaus__
Social Media Video Editor:
Kasey Broekema - IG: @kasey.broekema
Movement Director:
Shannon Harkins - IG: @shannonharkins
Stylist:
Khepera Lyons-Clark - IG: @codekhepra
Makeup Artist:
Bodhi Scott - IG: @_ugotkly_
Set Managers:
Hannah Ferguson - IG: @hc.ferguson
Nicole Jackson - IG: @_nicole.jackson_
Gigi Guerandi - IG: @_guiseppeguerandi
Sustainability Facilitator:
Nicole Jackson - IG: @_nicole.jackson_
Movement Artists:
Sarai Daniels - IG: @saraidiance
Shizu Higa - IG: @shizuhiga
Desiree Figueroa - IG: @desireenirvana
Torey Wyman - IG: @toreyrenz
Ashley Cassetta - IG: @ashcassette98
Benin Gardner - IG: @whereisskyferreira
Emmy Wildermuth - IG: @wild.em
Aurora Vaughan - IG: @auroralvaughan