The Drum Awards Festival - Official Deadline

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Client: BOOTS NO.7
Date: Apr 2016
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At 19, Alessandra Ferri was the youngest ever Principal dancer for The Royal Ballet, and at the age of 52 she continues to dazzle audiences across the world. Today, performing with a hologram of her younger self, Alessandra Ferri is unveiled in a stunning TV advert for newNo7 Lift and Luminate triple action serum.

While her awe-inspiring talent makes for a striking spot, Alessandra was chosen because she epitomises the new global brand direction for No7: Ready. A direction that recognises that women all over the world use beauty to get ready for something; a recognition that beauty is about more than looking pretty, it’s about women getting out there and making a positive impact in their world. Helping them show up, not show off.

Directed by the BAFTA-nominated director behind War and Peace, Tom Harper, and choreographed by award-winning Wayne McGregor, the clean, modern spot shows Alessandra dancing with a hologram of her younger self, when she first performed as a Principal for the Royal Ballet in a production of Romeo & Juliette. The use of hologram in this way – as a key protagonist in the TV spot - is a world- first, and it works to really deliver the message that Alessandra is ready for so much more. Her younger self is part of her journey - someone who has helped her become the strong, confident woman she is today.


Director: Tom Harper

Additional Credits: Production Company: Tomboy Films

Choreographer: Wayne McGregor

Hologram: Musion