Client

Emancipation of Expressionism

Results

85

pieces of coverage

540m+

reach

40

national pieces

About

Emancipation of Expressionism is an 11-minute dance theatre film from Boy Blue Entertainment, choreographed by Kenrick ‘H2O’ Sandy and directed by Oscar-winner Danny Boyle.

The film premiered on BBC 2 as part of Darcey Bussell’s New Dance, in which Darcey Bussell stepped out of the world of ballet to present two modern dance works that take familiar genres into uncharted territory.

Sundae looked after publicity for both the film and the TV show.

Emancipation of Expressionism

The Campaign

There were a number of important key messages within the campaign, first and foremost announcing that the amazing Emancipation of Expressionism, a hip hop dance by Boy Blue Entertainment, had been selected by exam board AQA as the first ever hip hop dance on the GCSE Dance curriculum.

Boy Blue, in association with Artstrust, had a film of the dance commissioned by The Space, as an accompanying work, and secured Danny Boyle to direct.

Our role was to drive awareness of this important moment for diversity in dance, plus deliver a programme publicity campaign for the TV broadcast of Darcey Bussell’s New Dance.

We worked closely with the BBC Press Office, BBC production team, Dance Umbrella, Boy Blue Entertainment and The Space to ensure consistency across all communications and an equal representation of both films across all press activity.

Emancipation of Expressionism made a huge splash on its announcement to the press with key coverage in Sunday Times Culture, MSN News, The Drum, i News, The Stage, London Evening Standard, Aesthetica Short Film Festival, British BlacklistNubian Times and Hip Hop Kings Mag.

The TV show, Darcey Bussell’s New Dance, when went on to achieve critics choice / pick of the day in the Radio Times, Sunday Times Culture, i Newspaper, Mail on Sunday, Daily Express, Saturday Magazine, Daily Mail Weekend, Daily Telegraph Review, Financial Times, The Sunthe Guardian, the Times, What’s On TV.

(Images: Emancipation of Expressionism / Nicole Guarino / publicity shots)

Quotes

When I first saw Emancipation of Expressionism I was just dazzled by it; the precision, the discipline, the group dynamic and the individuality within that collection of dancers.

Danny Boyle

With Danny Boyle directing we’re making a film that will inspire and connect with students, whilst picking up on the detail and structure of the dance

Kenrick ‘H2o’ Sandy

Emancipation of Expressionism

Twitter
We're thrilled to welcome some amazing publications to see the final leg of the @Sadlers_Wells tour tonight! ✨ Hug… twitter.com/i/web/status/1…

@todayissundaeLast Friday at 10:00 am

Journal

Ok, I’m just going to be straight up and put it out there. We absolutely LOVE The Circle here at Sundae, so when we were invited to work with our good friends at Channel 4 on publicity for series 2, there were high-fives flying around the office like no-one’s business! The mission we gladly accepted, […]