Home Manchester Manchester’s What Media ‘on pointe’ as it wins sustainable balletwear video showcase

Manchester’s What Media ‘on pointe’ as it wins sustainable balletwear video showcase

Behind the scenes - What Media and Imperfect Pointes as they shoot in Mayfield Depot

Sustainable dancewear brand Imperfect Pointes has appointed Manchester’s video agency What Media to produce its first brand video.

The video project will showcase the Imperfect Pointes ethical, and environmentally friendly, designs while helping consumers to understand the impact balletwear can have on the environment.

Striking a balance between beauty and destruction, the creative will show a dancer moving through projected images of climate change, landfill, and a sea of plastic – highlighting the dangers of fast fashion in dancewear.

The What Media team, based in Manchester, has worked closely with the brand’s founder Helen Banks handling the showcase from brief, developing the creative concept and managing content execution.

Shot in the ‘Depot at Mayfield’, an old train station near Manchester’s Piccadilly that has been repurposed as an event space, hosted a fully green shoot – banning single use plastic on site.

The team worked with brand ambassador Mayara Magri, First Soloist of The Royal Ballet and choreographer Mathew Ball, Principal Dancer with The Royal Ballet.

Helen Banks, director of Imperfect Pointes, said: “Having worked on campaigns for big fashion and sports brands over the years, launching my own sustainable brand meant I was keen to ensure my vision was brought to life.

“I chose What Media for their quick understanding, passion and technical skill to collaborate and create something really special. Chris and his team really listened to what I wanted to achieve, and I trusted them to create something that reflected my brand purpose and show off Mayara’s sublime ballet dancing. The What Media team hadn’t worked on a ballet film previously and I think they really stepped up to the challenge to get an outstanding result.”

The Imperfect Pointes campaign goes live April 27th and will be featured across its website and social channels.

Speaking about the showcase, creative director of What Media, Chris Townsend, said: “One of the key things we look for in new projects is working with businesses that are trying to make a positive impact on the world or the environment.

“The Imperfect Pointes showcase has been a great balance of working with a brand that is focused on making a difference, while being given the freedom to take an incredible brief and bring their messaging to life through video.”

Chris added: “We have really enjoyed collaborating with the team, taking the idea from inception to the video content. We look forward to seeing it go live.”

Based in Manchester, What Media specialise in creative, video, and animation. Founded in 2016 by Chris Townsend, under What Marketing the agency rebranded in 2020 to reflect its expanding services to form What Media.

A growing agency, What Media has kicked off 2021 winning a number of new clients and project briefs, including Uber for Business and Muscle Food.



Imperfect Pointes was founded fashion designer Helen Banks, who discovered a gap in the market for sustainable balletwear.

With most brands focused on releasing frequent new style, predominately in environmentally unfriendly nylon fabrics, Helen was determined to reduce balletwear’s ‘fast fashion’ imprint on the planet.

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