Wes dances his way to the top

One of the stars of De Montfort University Leicester (DMU)’s new campaign has shared his own ‘dare to do’ story, after showcasing his skills as a dancer on national TV.

In DMU’s new TV and cinema commercial Wes Bingwa, a second-year Dance student, performs a routine that he choreographed on the roof of DMU’s Gateway Building.

The new campaign focuses on moments of daring and Wes has his own daring story, as he took a leap of faith to become a dancer, rather than following his family into a career in medicine.

Wes said: “Both my parents are doctors so I’ve had that sort of expectation that you have to be a doctor, or something in that sector, because it pays well and it’s a long-term job.

“Coming to England at the age of 10, I just wanted to do something different. I started to get involved in things like dance, drama and musicals.”

Although Wes considered going to a traditional conservatoire to pursue his ambitions, he later changed his mind after doing some research into university courses.

He said: “I saw that DMU has really amazing facilities and I quite enjoyed my audition as well.

“This is the first place that I auditioned and I knew there was no point in me going anywhere else; this is exactly where I’m supposed to be.

“Here they are very encouraging for you to be a different artist, to bring out that difference in you. I think it’s the best place for me to be and it has built me up more as an artist and a dancer.”

Wes features prominently in the advert as he rehearses a dance routine in DMU’s PACE Building before performing on the roof of the Gateway Building at sunset.


He said: “The dance routine is influenced by some of the stuff that I’ve done in class here at DMU in my second year.”

After getting the opportunity to do something he loved in a national advertising campaign, Wes thoroughly enjoyed shooting the DMU advert.

“Every single part, every single section that we did was mind-blowing. Looking at the videos after we did the dance section, it looked amazing.

“The scenes were just beautiful. Filming the advert has been amazing; it’s been a blast and my experience has been magical.”


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Wes was also impressed by the fact that director, Max Fisher, chose to work with students in the advert, rather than choosing professional actors.

“With me doing dance, this is my life, this is what I do. If there was an actor playing this role he would just be playing a character.”

These scenes provide a striking start and conclusion for both the 30-second TV advert and the full 60-second advert, representing DMU's creativity and focus on student experience.

Students are encouraged to pursue creative paths through their studies, where they are supported to think outside of the box to find exciting and innovative opportunities.


DMU offers outstanding creative courses, from our world-renowned Contour Fashion degree to Game Art Design, the first industry accredited game art course in England.

Students are encouraged to get involved with De Montfort Students Union (DSU) sports teams, societies and volunteering opportunities.

As part of these scenes we also show our fantastic facilities including the PACE building, home to the UK’s first higher education Centre for Excellence in Performance Arts, and DMU’s Gateway House is the location for the final scenes as the sun set on campus and the Leicester city centre skyline.

We are continuing our investment in the DMU campus to provide a modern, inspiring environment our students deserve as part of a £136 million transformation of our city centre site.

Posted on: Monday 05 September 2016

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