Overview
Bloom Athletics drops collections like mixtapes — fast, loud, gone in a week. Electric Bloom was shot in a single overnight session under sodium-orange light, with dancers instead of models and zero retouching brief.
The challenge
One night, one location, no reshoots. We pre-lit the entire warehouse to three looks, choreographed camera moves with the dancers, and ran the whole film like a live show — because it was.
Approach
Three cameras, practical orange sources, haze for days. Direction was kept loose on purpose: we gave the cast tempo marks instead of marks on the floor, and let the garments do what they do when bodies move.
Outcome
The drop sold out in forty minutes. The film has since been screened at two dance-on-camera festivals — a first for a product launch in the brand’s history.
- Hero drop film and teaser cuts
- 46 unretouched motion stills
- Vertical edits for every platform
- Projection loop for retail stores
“They didn’t film our collection. They threw it a party and pointed cameras at it.”
Jess Amara — Marketing Lead, Bloom Athletics