Own the Floor is a Nike global campaign. Nea Studio put Colombia inside it, through three dancers and the street dance culture standing behind them.
Nothing but the dancer
The treatment strips out everything except the dancer. Solid colour fields, no set, no props, no location, nothing in the frame to read but the body. Luma suspended mid jump in pink sneakers against a pink background, the whole frame one flat colour behind her. The frame gives movement nowhere to hide, so the choreography has to carry the entire image, and it does. Five cuts run on the same rule, each one handing the floor to a different dancer. Luma, Sophy and Liz each get a colour and a count, and nothing else enters the frame to help them hold it.
Whose floor it is
Nike was speaking to the world. The talent, the dance and the studio behind these frames were Colombian. Colombian street dance did not get borrowed for the piece, it set the terms of it. OWN THE FLOOR.
