The idea for the campaign came from an insight about dancing: that it’s in our innate human nature. All humans have it, and it unites people from every group. For the release of Just Dance 2019, we wanted to create a film in celebration of this curious truth. That dancing is universal and crosses all generations and cultures. From the old, to the young, to those still in the womb. No matter your walk of life or your culture, we are more alike than different because we’re all driven by this beat inside us waiting to get out. It doesn’t matter whether you’re a great dancer or an average one, what really matters is the desire to express yourself and connect with the collective beat of humanity.

The film needed to show, in a visceral way, that dance is unleashed, not planned. We didn’t use any professional dancers. Just real everyday people, caught in the moment of dance. Immersed. Cinematic and yet REAL. All to capture real human emotion that shows how extraordinary dancing is The thread that leads us through the idea is winding backwards from old age to young and then to before we’re even born. Filled to the brim with the real, raw, all-consuming joy that dance brings.

Because it doesn’t matter whether you’re a great dancer or an average one, what really matters is the desire to express yourself and connect with the collective beat of humanity. Resulting in is a commercial that gives us a good reason to discover Just Dance 2019 through illustrating the moments of truth that only dancing can cause.