Centrum

Centrum Commercial – Movement-Based Choreography for a Dynamic TV Campaign

Objective:

Accelerate Productions was commissioned by Annex to produce and choreograph the movement direction for the new Centrum television commercial. The ad was designed to be a visually striking, movement-driven campaign to communicate the brand’s core message of energy, vitality, and well-being.

With the commercial’s success riding on the fluidity and precision of the performers’ movement, Internationally renowned commercial creative director & choreographer, Kwame Knight, directed and choreographed the ad. Given his vast experience in global campaigns, Kwame’s expertise in dance, movement, and motion direction made him the ideal creative force to execute this vision flawlessly.

Implementation:

Kwame Knight was entrusted with conceptualising and orchestrating dynamic, seamless choreography that would translate into an engaging and visually compelling advertisement.

His focus was to create a movement language that embodied:

• Energy & Motion – Reflecting Centrum’s role in promoting vitality and an active lifestyle.
• Precision & Synchronisation – Ensuring that every movement complements the CGI enhancements and is aligned with the brand’s aesthetics.
• Visual Fluidity – Crafting dance sequences that integrate seamlessly with post-production effects for a stunning, high-impact final product.
  

Creative Direction & Choreography:

The commercial required a unique fusion of contemporary dance, stylised motion, and fitness-inspired movement designed to capture the essence of Centrum’s promise of supporting an active and healthy life.

Kwame worked meticulously with a team of professional commercial dancers and movement artists, ensuring their movements were:

✅ Natural yet captivating – Easy for the audience to relate to while still engaging and visually stimulating.

✅ Perfectly timed to camera angles and CGI post-production – Movement sequences had to be precise and intentional to allow seamless integration with digital effects.

✅ Harmonious with the brand’s identity – Every step, transition, and flow represented Centrum’s energy, wellness, and life-enhancing benefits.

Filming & Post-Production:

Once the meticulously choreographed sequences were filmed, the commercial underwent extensive CGI enhancements, transforming the human movement into a visually spectacular digital masterpiece.

The final edit showcased a harmonious blend of real-life performance and innovative visual effects, creating a commercial that was not only dynamic but also emotionally resonant.

Campaign Success:

The commercial first aired on television in January 2014 and was met with widespread acclaim, reinforcing Centrum’s position as the leading multivitamin brand in the UK.

The impact was undeniable—sales skyrocketed by an astonishing 250% across the country during and after the campaign, demonstrating the power of movement and storytelling in brand marketing.

This project once again showcased Kwame Knight’s mastery in translating movement into impactful brand storytelling, solidifying his reputation as one of the most sought-after commercial choreographers in the industry.