The award-winning photographer behind Lucozade‘s recent Yes campaign and a host of other advertising campaigns for the likes of Nokia, Levis and Vodafone to name a few is the brains behind the visually stunning exhibition Physical Graffiti which captures the beauty of dance, movement and self-expression in some of the poorest communities in the world.

Words by RICHARD

When Josh Cole wasn’t keeping company with some of the biggest brands in the world the London-based photographer’s personal project that has spanned eight years was in the works. The result is a showcase that began as a concept to make ghettoised societies look more beautiful through capturing the essence and character of break dancers. Years of work culminated in a photographic exhibition that was displayed at Hoxton Gallery earlier this month and this accompanying video shot in Burundi and Rwanda called Yego! set to In Pieces by drum and bass Dj’s J Majik & Wickaman featuring Dee Freer, documents the power dance holds to bring entertainment, joy and inspiration to those living in poverty.

And part of the charm is that it is an exhibition that embodies the endurance of the human spirit, challenging our perception of the energy and spirit that can be found in people inhabiting the reality of impoverished circumstances on a daily basis. Dance is said to be the hidden language of the soul and on evidence of this uplifting piece of work it is a thought to truly marvel at.

Yego! from Josh Cole on Vimeo.