The Puma Dance Dictionary – Choreographing a new language
The Puma ‘Dance Dictionary’ is a new language of dance created in association with Puma Fragrances.
A form of non-verbal communication that enables people to speak with their bodies, encrypting words into dance moves.
Puma collaborated with a host of the world’s best freestyle dancers including Storyboard P, King Charles, PacMan, Ron Myles AKA Prime Tyme and Krumpers Big Mijo, Outrage and Worm and A-List Choreographer, Super Dave.
At the heart of the Dance Dictionary concept is a digital application that turns messages into dance moves. A social tool lets people dance the things they would dare not say. Each word of the message is converted into a unique dance move which when performed sequentially becomes a whole sentence.
More expressive than a status update. Cooler than a tweet. More flirtatious than text.
Beyond the message translator, the Dance Dictionary will serve as a comprehensive inventory of Dance moves and their definitions for Freestylers.
Brooklyn based Dancehall producer Dre Skull has collaborated with vocalists Megan James and Popcaarn to create a track for The Dance Dictionary which was released in the Spring of 2013. A music video to accompany the track has been shot by multi award winning Director, Daniel Wolfe.
The Dance Dictionary will also feature in a TV commercial across Europe.
The Shakespeare classic ‘Hamlet’, has also been reinterpreted into dance moves for an epic 90 second cinema film.