Behind the Scenes with Noir and Luckyleo Dancewear

This project was a true collaboration of handcrafted work. First of all, Chelsea and Heather of Luckyleo Dancewear created two custom dresses to highlight a ballerina’s movement. Their company specializes in custom ballet leotards and bodysuits. I began brainstorming specific details about the dress (aside from fabric) and imagined some type of cape along the dancer’s shoulders. And usually my train of thought goes like this: emotion… movement… FLOWERS. Haha.


I've worked with Malori of Hoot & Holler many times before. Now Malori created a new sister company that specializes in custom floral work: Noir Floral Styling - which was a perfect fit for our vision. I originally wondered what it would look like to create a bodice with fresh flowers. After meeting with the ladies of Luckyleo Dancewear and Malori, we started exploring a shoulder/cape piece.


We had the unique opportunity of creating a Behind the Scenes film that shows you glimpses of us creating a vision for the floral, shoulder component of the dress in Malori's studio and what the executed piece looks like in motion as I captured these stills. My studio manager Brooke assisted in filming me, and I directed the ballerina, Lilyana for both photos and video. Chelsea and Heather who are both trained dancers played a huge role in communicating specific dance moves that highlighted the movement of the fabric. I focused on movement that communicated emotion, such as her pushing through the fabric, hiding behind it, or becoming entangled by it.


I don't know what it is about dance - but I've always had such a strong connection with it. It was truly an inspiring project to be a part of and I only hope to continue creating more pieces like this. And with that... the film :) 

Ale Vidal

About every 3 years, I take time to reanalyze where I am in my business and how my message is being communicated online. These past 2 years were such a defining time in my work that I knew it was time to update my brand and visual presence. Not really re-brand... just truly communicate the evolution of my business and how it has been refined over these past 2 years.

Current Status:

New logo? Check. My logo was designed by Jen Olmstead (link) to introduce my current shift from "Imaginale" to "Ale Vidal." Website? Almost! It is currently in the final stages, designed by Creative Riot (link) --- who also happen to be my clients!

Aside from actually re-designing my logo, one of my favorite parts of this entire process was getting to do brand homework for myself. Part of my film process is giving my clients homework, and this time - I was on the other end. I was curious as to what kind of questions I would be asked and I think these 3 truly forced me to articulate what exactly it is that I do...

Who or what is Ale Vidal? 

My name is Ale Vidal – I’m a storytelling creative that connects brands to their audience in an emotional and intimate way. I specialize in directing cinematic, evocative content based on a brand’s worldview by producing short films and photographs. My goal is to create a story that is captivating and true – one that people can’t stop thinking about and find worthy of sharing.

What makes it special?

It makes people come alive. These films speak a language that transcend logic and so the audience is moved by the brand represented – wanting to further associate with that brand.  To me, these are the elements I focus on and transform: emotion, connection, and direction.

Why do your clients choose to work with you?

They either a) long to take their brand to another level – one that is different and creates a gripping connection or b) want to communicate a specific message (campaign) in a way that will create an emotional response with their audience.

I don't really use the word "re-branding" for this particular process of mine because it's not that my brand message or even visual identity is completely transforming. It's just that we all evolve in our business, our life stage, and who we are as people. That doesn't mean *change* per say, but life gives us clarity as time passes. I knew my current website was no longer communicating my vision moving forward and how it has already evolved. I'm a lot more focused on being a director and I believe that I was in a very photographer-centric arena where now I'd really like to expand my space to involve more agencies and other creatives. 

So that's a little glimpse into what has triggered all of this, and a process that has really been a year in the making. You should try answering those questions for your own business :) Stay tuned as we continue moving forward into this journey.... thanks for being a part of it!