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HypeLife Brands Partners With Renowned Dancer Will Wingfield on Documentary Film Project

Generation Y-focused branding agency creates brand strategy and identity for “The GldnChld Project”

Los Angeles, CA. April 17, 2012 - HypeLife Brands, the leading youth branding agency to Generation Y and Millennials, is announcing their partnership with dancer Will Wingfield and the documentary dance film “The GldnChld Project” currently in production.

Wingfield is an Emmy award-winning dancer that finished in the top eight on “So You Think You Can Dance” (Season 4), performed on Broadway in the cast of “In The Heights,” and has danced for Celine Dion’s Las Vegas production among other accomplishments in his career.

“The GldnChld Project” is Wingfield’s latest project that follows his journey as he breaks himself down to the genesis point and retrains his mind and body in the art of dance, showing the power that art and dance can have in one’s life from this unique perspective. The film will feature interviews and choreography from some of the most loved and respected pioneers of dance, and is publicly endorsed by the legendary Debbie Allen.

In support of the project and the fundraising stage for the film, HypeLife Brands created and executed the brand strategy, resulting in a brand identity that touches both online and offline segments. The agency’s efforts resulted in the logo for the project, promotional print materials, promotional apparel and a website with online contributions to help build awareness and funding support for the film, as well as provide a behind-the-scenes look at the film as production begins.

“HypeLife Brands will always look for new ways to ‘push the limits’ when it comes to branding to the youth market,” said HypeLife Brands’s Principal Curt Cuscino. “It’s inspiring to see this project do the same for both dance and film. It will force the audience to rethink how we currently view them while diving into Will’s adventure.”

HypeLife Brands specializes in creating branding, marketing and social media campaigns that aim to engage and connect with the youth market (also known as Generation Y, Generation C and Millennials). Based in Kansas City, Mo., the agency has clients in fashion, streetwear, music, film/entertainment, extreme sports among other industries, and has just opened an office in Los Angeles in the past month.

“Many of the structured reasons of why HypeLife Brands does what it does runs parallel to what we already feel and think,” said Wingfield. “This project is the first of its kind, and we are very excited to share this with the world. This is not only an entertaining piece of dance, but another perspective of how people view the universe of dance and film to educate themselves in a fun and creative way through storytelling.”

Directed by Monique C. Borromeo, “The GldnChld Project” is currently filming in Los Angeles and New York City through December 25th, 2012. Part of the proceeds from the film will be going directly toward the creation of two scholarships. More about the project can be found at (


About HypeLife Brands
HypeLife Brands is the leading branding and marketing agency focused on helping brands engage the youth market, specifically Generation Y and Millennials. Key client industries include apparel and street wear, musicians and recording artists, entertainment and extreme sports. Founded in 2001, the agency is headquartered in Kansas City, Missouri with a new, second office in Los Angeles, California. HypeLife Brands can be found at (