Gregory Brunkalla directed "Act of Love" for Sagami Original, a live performance and film that reimagined animal courtship rituals through human choreography, staged in public spaces across London. Cameras were placed discreetly to capture genuine reactions from passersby without interrupting the performances.
Client
Sagami
Services
Installation
Challenge
How do you sell a product nobody wants to talk about? By not talking about it at all. Sagami needed a campaign that captured the instinct and beauty of physical connection without a single word.
Brunkalla directed a cast of dancers performing the courtship rituals of animals including blue-footed boobies, cranes, fiddler crabs, foxes, and flamingos, choreographed in vivid detail and staged as live performances in public spaces across London. Cameras captured the performances and the real reactions of the public encountering them. The film was paired with an interactive website featuring 73 animal courtship behaviors and a printed visual dictionary.
Result
Bronze Lion in Film at the Cannes Lions International Festival of Creativity and a Silver at the Clio Awards. The campaign was also featured in a TED talk and generated worldwide press coverage.
