Daffy’s Fitting Dance

Discount retail fashion shop Daffy’s introduced life stage performances to their extended cinema commercial shown at the opening of the feature Amelia at Ziegfeld Theatre in New York. The experience is featured on the Daffy’s site and on their YouTube channel.

Daffy's Fitting Dance with Screen

Ten performers dance as they try out clothing in the cinema advertisement, developing personas linked with their choice of colour. Audience members are then treated to live performance as the actors appear on the stage in front of the screen, seeming to emerge from the on-screen “dressing room”.

Click on the image below to play the video.


The Fitting Dance campaign was developed at Johannes Leonardo, New York, by executive creative directors Jan Jacobs & Leo Premutico and agency producer Matthew Mattingly.

Filming was shot by director AB/CD/CD (Arnaud Boutin, Camille Dauteuille and Clement Dozier) with director of photography Zak Mulligan, producer Janice Biggs, Paranoid US executive producers Claude Letessier & Cathleen O’Conor.

Choreographer was Noemie Lafrance with choreography assistant Ayelen Liberona. Costume designer was Angela Esteban Librero. Stylists were Alison St. Germain and Devin Scheznayder.

Editor was Charlie Johnston at Lost Planet with executive producer Krystn Wagenberg, producer Marcia Wigley, senior cutting assistant Jesse Hass,

Music by Will Bates (Fall on Your Sword) was produced at Amber Music US, by executive producer Phil Mossman and executive creative director Michelle Curran. Vocals are by Kat Auster.

Online editing was done at Black Hole. Smoke artists were Tim Farrell and assistant Tim Vierling. Telecine was done at Nice Shoes. Colorists were Chris Ryan, Lez Rudge and Gene Curly.

Sound was mixed at Sound Lounge by Philip Loeb and Rob Sayers.