Showcasing Style and Skill: The Line Up’s Annual E-Commerce Campaign
Bringing The Line Up’s new dancewear styles to life with dynamic video and photo assets that capture their unique designs — helping boost brand awareness and sales.
The Line Up is a leading dancewear brand known for its innovative styles and yearly product launches. Their annual shoot showcases fresh collections designed for dancers, buyers, and fans across the industry.
The Objective
With a packed production day featuring over 30 people and a tight timeline, The Line Up needed fast-turnaround, high-quality photo and video content to highlight 11 new styles—each requiring its own distinct look and energy. The goal was to create versatile content for digital, print, and social channels that truly represented the diversity of their brand.
Our Approach
We crafted 11 unique videos—one main 30-second feature and ten 15-second shorts—plus a gallery of 500 high-res images. Each video had a tailored vibe, from pop star glam to game day intensity, with carefully chosen music and creative lighting setups including haze and spotlights. Shooting on location in the Twin Cities, we executed a tightly choreographed production that maximized time and creativity without missing a beat. All videos were delivered in both horizontal and vertical formats to suit every platform.
30 Second Feature
Style Highlight Videos
The Results
The client was thrilled, calling it a major quality upgrade from their previous shoots. This being their first collaboration with Paravel Creative, the success led to them booking us again for another project later that year. The content was widely used across website, social media, email campaigns, and even a print magazine catalog—powerfully supporting The Line Up’s sales and brand presence in the dance community.
"We enjoyed working with Paravel on a business project – creating dance videos and lifestyle photos for our costume company called The Line Up. Gabe was very responsive, worked within budget, quickly turned around the photos/videos, and delivered beautiful results. We had strong vision for what we wanted to accomplish, and I enjoyed collaborating with Gabe and his ability to bring our vision to life! We would recommend Paravel Creative to other small business owners."
Trista Erickson - Creative Director, The Line Up