1) We produced 1,000 designs on T-shirts with Michael's dance moves. Then we gave them away in a campaign. (That they would be used in the music video was still a secret.)

2) We shipped the shirts to winners along with invitations to a secret event. (We purposely kept the info about the video shoot secret, allowing for a natural buzz.)

3) For the Bad 25th music video shoot, we filmed each fan over 27 hours. The 1,000 fans and 1,000 t-shirts made a new video that recreated Michael's moves.

This amazing music video was covered by all TV news media and generated $1 million worth of publicity.

It was liked on Michael's official Facebook page over 20,000 times and showered with comments of praise on social media.

Our idea of recreating the late Michael's dance in a new form was a huge success. By recreating the Bad sensation 25 years later, sales in Japan exceeded targets, pushing it up to No.1 worldwide.