Paris-based Agency BETC has opened a new office in LA and they partnered with the world-famous, French dancer and choreographer, Benjamin Millepied on his new project, LA Dance Workout.
As they opened their first agency in North America, BETC started with a vivacious new collaboration, called LA Dance Workout. Founded by the ‘Black Swan‘ Choreographer, the online fitness platform was previously active with the LA Dance Project, so this is the new venture by the company.
The Dance Workout gives users a choice of 31 different workouts using a custom-designed interactive player that lets them function easily, and ‘create their own personalized exercise routine’.
Here’s the preview video of the LA Dance Workout:
BETC’s Rémi Babinet and Clarisse Lacarrau
The founder of LA Dance Workout, Benjamin Millepied says,
We all recognize the benefits of feeling fit and well. We can feel it in our coordination, movement and in our heart. I created L.A. Dance Workout so that everyone can enjoy that incredible feeling of joy, well-being and freedom that dance and exercise can bring.
The president, founder and creative director of BETC, Rémi Babinet, commented about the new location,
BETC welcomes BETC L.A. to the family. The new company represents an important step in BETC’s evolution and defies advertising’s status quo. I can’t wait to see what Clarisse’s strategic vision and entrepreneurial drive, combined with BETC’s cultural DNA and Vivendi’s global multimedia expertise, heralds for our industry.
L.A. Managing Director, Clarisse Lacarrau said,
We will provide creative talent – be they musicians, chefs or dancers – with the skills we usually provide brands. It isn’t talent management – our intention is to develop their assets to make them stronger and conscious of their power,
She also mentioned that besides LA Dance Workout, the agency wants to develop another cultural product, such as a TV show, app or book.
According to Adweek, the L.A. Dance Project site went live yesterday under the new tagline “Put joy back in exercise.”
We would like to wish both BETC and LA Dance Workout good luck in their new location and we are great fans of the energetic and vibrant dance venture!