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In the script, the Red Woman is described simply as a "ghostly red image." On screen, she was shown without the use of computer graphics. The filmmakers were helped by Daniel Wurtzel from Brooklyn, known for his installations using air currents and lightweight fabrics.
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The film's production designer, Francesca Balestra Di Mottola, herself designed the flooring and the loft where Mikaela Cole's character conceived the images of her future creations. Initially everything was monochrome, and color and lighting were added later.
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While preparing for the shoot, Anne Hathaway took dance lessons herself, visited dance studios and concert performances by dancers, and also reviewed relevant video recordings.
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In the role of Imogen, British singer FKA Twigs (real name Tahliah Debrett Barnett) imitated a street dance style called "krumping" and trained with the UK dance collective Wet Wipes.
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At first, director and screenwriter David Lowery intended to make the film with only two main characters, but over time this idea had to be abandoned.