New V&A campaign explores how creativity makes us human

Directed by Georgia Hudson through Park Pictures, the two-minute film tells the story of a mannequin that comes to life and encounters the stunning art, design and performances in the V&A's South Kensington site. But what has animated the hero of the movie? Why, the incredible fashion, jewellery, sculpture and boundless creativity in the museum, of course.

In reality, the sentient mannequin is portrayed by dancer and lead choreographer Max Cookward, a contemporary finalist from BBC Young Dancer 2019. He moves through the galleries while a moving soundtrack from artists such as FredWave plays in the background.

Along the way, the mannequin encounters others dancers, and together they gather energy and momentum as they make their way around the empty museum. And to drive its point home, the film ends with the line: "Creativity – it's what makes us human."

Set to appear across multiple channels, including social media, YouTube, Broadcaster Video on Demand and in cinemas, the creative team behind the film is keen to stress that the campaign is not simply an advert for the contents of the V&A. It's a more meditative look at why creativity continues to be important now more than ever.

Sophie Rouse, head of integrated marketing and insights at the V&A, said: "Our new campaign is a pure embodiment of the V&A's mission to champion design and creativity in all its forms, for everyone."

Sophie adds: "This magical story is made up of a rich tapestry of creative expression - with original choreography, dance and music performance woven around the breadth of human creativity in the V&A's Collection from the Ardabil Carpet to Michelangelo's David and William Morris' wallpaper to contemporary works by Virgil Abloh, Christian Louboutin, Grayson Perry and Dilara Findikoglu.

"The V&A offers boundless opportunities for creative inspiration, joy, and adventure; as we emerge from the pandemic and look forward to launching three new V&A venues in London in the next three years, we want to take this experience to more people than ever before."

Mark Shanley, creative director at adam&eveDDB, said: "There are not many brands for whom it makes sense to create art rather than advertising. But we truly agree with the V&A's central belief that creativity is what makes us human. So we haven't created an ad for the V&A. Instead, we've partnered with artists to create a piece of art that celebrates creativity and humanity."

Viewers can expect to see multiple versions of the film over the coming weeks. A 90-second version will play before movies in cinemas, while the full two-minute film will appear on the V&A's own channels. Meanwhile, a 20-second and six-second version will appear on social media to help bring a refreshing burst of creativity to your scrolling sessions.

And if you like the music from the film, then you're in luck. Its composer FredWave will be performing a set alongside some of the dancers from the film at the V&A's Friday Late: Freedom of Movement on April 28th. This after-hours event also features performances, workshops, installations and music from London's emerging artists and designers.