Fifteen years ago we unveiled a two-minute short that still gives us goose-bumps: The Art of Storytelling. Shot in the skeletal shell of London’s brand-new Heron Tower, the film fused raw breakdance with a skyline normally reserved for high finance. Today we’re looking back at how that ambitious little project set the tone for everything ProDance Agency would become.
Director: Russell Dodgson, then a rising VFX talent, now a two-time BAFTA-winning Creative Director of Television at Framestore (Instagram).
Director of Photography: Paul O’Callaghan of One Red Pixel, whose cinematic eye gave every freeze and flare its silver-screen polish.
Since wrapping our film, Russell has supervised all three seasons of His Dark Materials (Framestore) and earned BAFTAs for its groundbreaking creature work (Little Black Book). His CV now spans Black Mirror, James Bond, Harry Potter, and National Geographic’s MARS (The Art of VFX)—but back in 2010 he was just as excited as we were to put breakdance on a skyscraper floor.
We gathered a who’s-who of global breaking royalty:
Junior (France): gravity-defying strength and OG YouTube viral sensation
Cico (Italy): world-record power combos
Mouse (UK): pioneering UK bboy
Brahim (France): Madonna tour veteran
Babyson (France): musicality maestro
Roxy (UK): trail-blazing UK bgirl and narrator of our film
Their chemistry proved that storytelling lives in movement as much as in words.
Location as protagonist – Heron Tower was still a hard-hat zone, giving the piece a raw, cyber-punk edge that feels even more current in today’s glass-and-granite TikTok reels.
Cinematic grade – Long-lens city vistas, slow-motion debris, and a thumping score pre-dated the “dance-film” boom that floods feeds now.
Narrative voice-over – Roxy’s spoken-word thread framed each set as a chapter, shifting the focus from “moves” to “message.”
Watching it today, the film reads like a love letter to resilience—breakers taking over the corporate skyline one headspin at a time.
Credibility: Booking six icons in one shoot showed brands we could unite international talent overnight.
Vision: We positioned dance as storytelling - a mantra that still guides every brief we answer.
Network effect: The collaboration opened doors to production houses, music supervisors and choreographers who still call us first.
If The Art of Storytelling proved anything, it’s that dance deserves the biggest possible canvas—be that a TV epic directed by Russell Dodgson or a skyscraper foyer at dawn. Here’s to the next chapter of stories told through movement.
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