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 main challenge was to represent a very wide spectrum of people / diversity. We went with street casting, just to make sure we would be closer to authenticity, and also for some obvious dance skills at one point. London was obviously the best place to cast