The Maker’s Voice II

May dance be the verb.

After Anthony Atanasio dazzled the dance screen world with his haunting black and white short “Dust” written and performed by Brighton based Mim King in 1999, he seemed to vanish. Yet he was only invisible to an increasingly global dance and media (MAD) network. Anthony Atanasio was thriving as a savvy director in the commercial world, creating thrilling, amusing spots for Audi, Nintendo, Eurovia, and Nike to name a few clients.
The poignant photography of “Dust” hinted at Atanasio’s talent for distilling weighty psychological subtexts.

But his witty layering of ideas and references is only one talent that serves him well in the commercial world. He knows how to translate the kinetic energy and flow of dance, its graceful patterns, and apply it to choreography for every product from cars to sneakers. Ironically, whilethe list of major corporations that hire choreographers for their commericals continues to grow, sponsorship for dance on camera that purports to do nothing other than explore the synergy of dance and film is shrinking. Perhaps it’s all in how you make your pitch.
Call it competition and you might get a series on your hands. Fox TV has just begun its 12 week reality show ...

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Tanz Jahrbuch 2005
Rubrik: Schwerpunkt, Seite 52
von Deirdre Towers

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