AEG – Fabric Care Campaign with Dancers

Role: [Creative Direction · Concept Development · Photoshoot & Videoshoot Oversight] 

creative direction

To promote AEG’s washing machines designed for delicate fabrics, a visually poetic campaign was created - using contemporary dancers to represent the movement, softness, and precision of an AEG wash cycle.

The concept used fashion-forward garments in motion, transforming a technical product benefit into an elevated, emotive story of fabric and care.

Campaign Concept & Execution

The choreography was captured in an ethereal, abstract environment - where the turning, floating, and levitating dancers mirrored the wash and dry cycles. Flowing silks and layered textures were selected to emphasize the gentle power of the product.

This dance-inspired interpretation positioned AEG as a brand that understands both form and function - blending technology and design in perfect harmony.

Deliverables

  • Hero video for digital platforms

  • Social media cutdowns and motion assets

  • Print advertorials

  • Still imagery featuring dancers and fabric details

Director: Juli Balla
Editor: Ed triglone
Music: FOLI - DANI

Publication: Vogue, Vogue Living, GQ

Discipline(s): Art Direction, Video production, Print, Digital, Photoshooting, Social content

Photography featuring a contemporary dancer in flowing fabric, symbolizing the gentle motion of AEG's washing cycle. Art direction by Elen Le Glanic for the Care With Confidence campaign.
Contemporary dancer mid-leap wearing a flowing silk garment, captured to represent the gentle yet powerful movement of an AEG wash cycle.
Print advertorial for AEG's Care With Confidence campaign, published in Vogue, showcasing elegant garment care through dance-inspired visuals. Creative direction by Elen Le Glanic.
Contemporary dancer couple dancing captured to represent the gentle yet powerful movement of an AEG wash cycle.
Social media posts for AEG's Care With Confidence campaign, published in Vogue, showcasing elegant garment care through dance-inspired visuals. Creative direction by Elen Le Glanic.
Print advertorial for AEG's Care With Confidence campaign, published in Vogue, showcasing elegant garment care through dance-inspired visuals. Creative direction by Elen Le Glanic.
Print advertorial for AEG's Care With Confidence campaign, published in Vogue, showcasing elegant garment care through dance-inspired visuals. Creative direction by Elen Le Glanic.
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