Home » Design Army Creates “Two-Minute Romp” for CityCenterDC

Design Army Creates “Two-Minute Romp” for CityCenterDC

by | Feb 22, 2017

According to Adweek, “It’s no secret that Washington, D.C., has become a bit of a grim place for many since the election of Donald J. Trump to the presidency. Can a fun, kooky and colorful ad—featuring dancers from the Washington Ballet—help make the city a bit happier again?

Design Army hopes so, as it releases “The District of Joy,” a campaign for the new shopping district CityCenterDC, featuring a centerpiece film that the agency describes as “a two-minute romp … like a West Side Story + Austin Powers + 1960s fashion glam mashup.””

The ad was an Adweek ad of the day and the article also added:

“The film stars dancers from the Washington Ballet, which is another Design Army client, and the dancing was choreographed by Septime Webre, the former longtime artistic director of the ballet.

“Crazy color meets kooky hairstyles that mimic designer shoes and ridiculously long noodles; giant balloons have sexy legs; and 13-layer sherbet ice cream cones exist in this fantastical world,” the agency says, adding: “And there’s nothing conservative about it!”

“Hines/CityCenterDC is excited to engage with the amazing creative community here in D.C.” said Whitney Burns, Director of Marketing for CityCenterDC. “With the help of Design Army, I think we have created an exciting, fresh campaign that not only celebrates the experience of CityCenterDC and all it has to offer, but of Washington, D.C., as a whole.”

According to The Washington Post, filming of the spot took place “in the early morning hours of a blustery October weekend. “We started at 4 a.m.,” says (Design Army’s Pum) Lefebure. “It was freezing cold, but we wanted to shoot before the leaves were off the trees. The finale was so windy for the dancers — they were such troopers.” You can check out the Washington Post’s coverage of this story here.

Washington Business Journal stated the campaign consists of “print, online, broadcast and outdoor advertisements throughout the city. They’ll appear in local magazines starting early next month and last through the year, including in Washingtonian, D.C. Modern Luxury and Capitol File. Conde Naste’s national publications, such as Vogue, Vanity Fair and GQ, are already running the ads. They’ll also appear on websites, such as NYTimes.com, and on D.C. buses and in Metro stations.”






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