Breakin’ Convention is an international festival of hip hop dance theatre based at Sadler’s Wells. Digital Dave dedicated over a decade of his career working for this esteemed organisation – and revolutionised its digital output in the process.

Placing digital first, Digital Dave worked for Breakin’ Convention between 2011 and 2024, bringing originality, personality and growth to their social media and digital presence. Those years of service saw their YouTube grow from to 17,000, Instagram to 18,000 and Facebook from a few hundred to 27,000, with a reach of countless millions across cities, countries and continents across those years.

The testimonial:

“During his time, [Digital Dave] contributed to almost every aspect of the organisation’s creativity, from posters and programmes to photography and film and editorial work.

He played a key role in developing the social media presence during its nascent era, overseeing the growth of platforms such as YouTube, Instagram and Facebook, serving content to global audiences across Breakin’ Convention’s festivals and tours.”

Redefining social content for the short-form video era

Working for a world-renowned theatre at the centre of the dance world requires content that exemplifies that sense of prestige. In a time when short-form content dominates, the vision of Digital Dave was to ensure the artists remained show in a light while also making sure the output was informative while keeping up with the fast pace and brevity.

Putting the artist front and centre – production photography

With access to cutting-edge cameras, Digital Dave took the opportunity to capture photos as a theatre production photographer in London, ensuring artists that passed through Breakin’ Convention had high-quality photos for their archive, and artist had strong images for their portfolios.

Social Media Solutions

Artists make up the annual Breakin’ Convention festival line-up, so working with each year’s supplied creative, Digital Dave took supplied assets and laid out social media galleries to help artists promote themselves online.

Original Breakin’ Convention graphic design by Ben Wachenje, re-laid out for social media by Digital Dave

Moving into a new educational era – ABC

With Breakin’ Convention venturing into education, Digital Dave also assisted in the launch Academy Breakin’ Convention, aiding in capturing testimonials and early promotions, from highlight reels through to accessibility with captioning promos.

Pushing the limits of production filming for dance

The difference between a good and a great promotional campaign is having blockbuster footage. Often working as a one-man videographer, Digital Dave had the creative freedom to make choices that didn’t just enhance Breakin’ Convention’s presence – it furthered it beyond the competition.

Without Breakin’ Convention, Digital Dave would not be where he is today, and it is with thanks to the vast range of projects that take place throughout their year that he has been able to flex his creative muscles and inform his ongoing career. Indeed, a lot of theatre production photography featured on this site is taken from previous shows, as well as opportunities to be a travel vlog video editor.

Taking the experience outdoors with out of home (OOH) marketing

Having control and flexibility of marketing assets backed by budgets, Digital Dave was able to tailor advertising for the Breakin’ Convention festival and tour whether front of house screens or massive digital billboards.

Companies I’ve worked with in the past: