Client

Schedule
From 9th January 2006 for 10 weeks

Goals
Creation of an exclusive high quality product that will allow anybody to follow the lessons without difficulty and get involved in the world, culture and atmosphere linked to the individual specialities.

Target
“Scuola di Ballo” is a product that targets anyone who wants to learn to dance, as a beginner or as an advanced student or to improve dance techniques in the comfort of their own homes and have fun with their friends at the same time.

Project/Design
Creation of “Scuola di Ballo” (“Dance School”) collection, 10 box sets providing all you need to teach yourself the most famous and best-loved dances: Tango, Salsa and Rumba, Disco, Flamenco, Merengue and Bachata, Belly Dancing, Mambo, Ballroom Dancing, Hip Hop and Samba.
Each box set contains a DVD with four lessons for each dance, an exclusive video clip directed by Luca Tommassini, some amusing backstage footage and an audio CD with original music written and performed by the top musicians within the genre presented. The collection is the only one of its kind and sets itself apart through the high quality of the video and audio recordings.
“Scuola di ballo” is a collectable work, whose value is enhanced by the extremely high level of professionalism of the staff and teachers involved in its making, including world champions, athletes, dance masters who have dedicated their lives to dance and who have achieved Italian and international recognition.
The creative direction was entrusted to Luca Tommassini, one of the most renowned and sought-after directors for video clips and advertisements.
Over the course of the 25 years of his career Tommassini has choreographed shows for the biggest music stars (Michael Jackson, Whitney Houston, Prince, etc.), dancing with Madonna and Robbie Williams, amongst others.
This work took four months to complete, including everything from the selection of staff to choice of locations, direction and the contents of the box set.
Every last detail has been designed to allow anyone to follow the lessons without difficulty and to get involved in the world, culture and atmosphere linked to the individual specialities.
An advertising campaign is planned to support the initiative: adverts will appear in Mondadori publications and a television advertisement will be shown on the RAI and Mediaset networks.