The crowd-sourced content came from MOFILM. Its filmmaker was Max Sherman. Its star was Taylor Hatala. This was the video that began the Taylor Hatala phenomenon.

The young Canadian has a YouTube page full of performances, one of which was one The Ellen Degeneres Show.

So when OPC director, Max Sherman, began working on branded content for Bose, Hatala was the name that jumped into his head. Hatala has always danced to pop songs. This time she dances to a mix of improvised drum solos by UK jazz drumming legend, Steve Noble. The film was shot in Toronto’s elegant St. Lawrence Hall to amplify the impact of its juxtaposition of movement, sound and image.

“I wanted to do something different, and I wanted to push Taylor out of her musical comfort zone to see what she would come up with,” Sherman commented “Taylor and her choreographer, Alexander Chung, choreographed and rehearsed a routine, and I couldn’t be happier with the way it turned out. She’s tantalising to watch.”

The video was created for Bose via MOFILM, a content company with a unique model. MOFILM has 50,000 filmmakers on its books and hands out briefs in the form of global contests, effectively crowd sourcing content – for the world’s biggest brands and social causes. It sells itself to creatives on providing the chance for aspiring filmmakers (plus photographers and musicians) to put their work in front of top tier brands. It tells brands that it “connects them with its filmmaker community in a fun and effective way” and its curated approach gives them high-quality content ranging from TVCs to branded content for social channels. Its headquarters are in London and it has offices in Sydney, Los Angeles, Bangalore, Mexico City, Sao Pualo and Beijing.

Creative credits:

Agency: MOFILM

Director: Max Sherman

Production Company: OPC

Producer: Paul Matthews

Cinematographer: Kiel Milligan

Dancer: Taylor Hatala

Choreographer: Alexander Chung

Editing: Relish Editing

Post Production: Alter Ego

Sound Mix: Vapor Music