Sheridan joins forces with Sydney Dance Company

22 February 2021

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The ‘Never Felt Better’ towel campaign was created by Fabric\TBWA Sydney.

Australian homewares brand Sheridan has unveiled its latest campaign, showcasing the strength and beauty of its towels through contemporary dance, performed by Sydney Dance Company.

The iconic Sheridan brand has been committed to quality and innovation for over 50 years and produces some of the finest products on the market.

Dedicated to constantly evolving their fibres and fabrication, Sheridan towels have never felt better.

As in the world of dance, Sheridan towels seek to create an experience that leaves its customers feeling enriched and uplifted.

Sydney Dance Company was approached by Sheridan and asked to choreograph movement that synchronised the beauty and elegance of dance with that of a Sheridan towel to encapsulate the Sheridan difference through movement.

The result is a distinct work of art, signifying the brand’s longstanding vision to introduce creative thought and beauty into the everyday things of life.

"In a category that is oversaturated with a sea of sameness, we set out to disrupt the category and show our Sheridan difference in a more visually captivating way," Sheridan general manager of marketing Renee Awadalla says.

"Our collaboration with Sydney Dance is a true partnership of two iconic Australian brands with similar values. This campaign not only re-energises our brand but one that undeniably positions Sheridan towels as the superior choice for the Australian consumer.”

The campaign and collaboration came to life with lifestyle agency Fabric\TBWA/

“The synergy between the proof points of Sheridan’s towels and the unwavering dedication to craft shown by the Sydney Dance Company sparked the inspiration," Fabric\TBWA creative partner Keenan Motto says.

Sydney Dance Company has been a driving force in Australian culture for over 50 years. Touring internationally and nationally, Sydney Dance Company’s ensemble of 17 exceptional dancers perform new choreography by Rafael Bonachela and his creative collaborators.

“I am delighted to have the opportunity to collaborate with an iconic Australian brand such as Sheridan," Sydney Dance Company artistic director Rafael Bonachela says.

"Sydney Dance Company and Sheridan share a vision for quality, innovation and a commitment to sharing beauty with the world."

The campaign includes OOH in Sydney and Melbourne as well as a series of 60, 30, 15 and 6-second online content.

Brand: Sheridan Australia
Group General Manager: Paul Gould
General Manager, Marketing: Renee Awadalla
Senior Marketing Manager: Stephanie Maule
Art Director\Producer: Andrea Woo
Head of Social: Eloise Walsh
Sheridan Marketing and Graphic Design Dept.
Talent: Sydney Dance Company
Artistic Director Sydney Dance Company: Rafael Bonachela
Dancers: Sydney Dance Company
Choreographer: Chris Aubrey
Creative Agency: Fabric\TBWA
Chief Creative Officer: Evan Roberts
Creative Partner: Keenan Motto
Executive Creative Director: Grant McAloon
Art Director\Designer: Gabriella Clegg
Client Partner: Colleen Scerri
Strategic Planner: Kat Vasser
Senior Integrated Producer: Vanessa Hawke
Sound Engineer: Beau Silvester
Production Company: Collider (Film)
Managing Director: Rachael Ford-Davies
Producer: Annie Schutt
Director (Film): Dylan Duclos

DOP: Kieran Fowler
Art Director: Jen Waters
SFX: Dan Oliver, Max Hughes
Stills Photographer: Darren McDonald
Stylist: Bridie Gilbert
Hair: Michelle McQuillan
Makeup: Victoria Barron
Post production: Bolt
Editor: Brad Hurt Grade: Matt Fezz Music: Charlie O’Brien

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