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Brace Yourself!

November 2014

Moving Image Arts students from Ashfield Girls’ High School and Aquinas Grammar School Belfast had a flavour of the movie-making business recently, participating in a bespoke film project for Belfast dental practice, Gentle Dental Care supported by Cinemagic Film Festival for Young People and the Arts & Business Northern Ireland Investment Programme.

Adam Jaffa, Managing Partner, Gentle Dental

 “Gentle Dental came on board as a first time sponsor of Cinemagic supported by Arts and Business and our teams worked closely together to develop a mutually beneficial partnership. Cinemagic were able to reach out to the target market of young teenagers, the group that we wanted to engage with, in a fun and meaningful way. We were incredibly impressed with the enthusiasm and talent from the young students”.

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The ten young people, aged 15-18, had just two days to develop a filmmaking brief from concept to screen under the guidance of Cinemagic and the film was premiered at the closing night of the Cinemagic Film Festival in Odyssey Cinemas Belfast.

The film students had a challenging task to create the film ‘Brace Yourself’, focusing on the thoughts and concerns young teenagers have about getting braces, an issue that Gentle Dental wanted to examine in a creative environment to help communicate with their patients in a new and innovative way.

After a research morning involving 90 pupils from both schools, the dental practice was transformed into a film set for the project, with all of the staff taking on starring roles in the film! The initiative allowed the young film students to research an important youth issue, allowing them to work as a team and express their opinions as well as develop an understanding of the filmmaking process.

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