This project explores the contemporary desire for collective dance experiences within Western culture, while examining their diminishing presence among younger generations. Through an exploration of cultural and social dynamics, the work considers the role of dance as a shared communal ritual, particularly within the context of increasing social isolation and loneliness. Set against the backdrop of the electronic dance scene, the project reflects on the gradual erosion of its traditional spirit and the decline of authentic, individual expression within collective spaces. The outcome was a book compiled as a visual report, followed by an addition of a rebranding photoshoot two years later.

Since completing this project 2 years ago, there has been a massive surge in awareness around somatic dancing and movement for our wellbeing. Music venues such as Fabric and Lost have responded to this wonderful awareness and have now implemented 'no phone policies' and stickers over cameras. This is in place to encourage attendees to stamp their feet and shake their bodies in unison, with less anxiety of being filmed whilst dancing.

2026 Rebrand Photography & Styling

It felt important to have nature as a backdrop, following ongoing, evolving environmental concerns. The Ecologi x Giffgaff’s ‘Up to Good Fund’ has deeply inspired me from a PR perspective. The media industry is now on a par with the aviation industry in its contribution to global emissions. It has a big responsibility. The media should use its significant impact to encourage positive narratives about nature.

Nature works for this campaign because we ARE nature and dancing forces us to move inwards.