This “Victory Dance” touchdown spot for PlayStation out of agency BBH NY just debuted on the PS blog and on the Greatness Awaits website. Online play has become a massive part of PS gaming culture, and this new initiative centers on the moments of victory that are so exciting that gamers want to celebrate–perhaps by breaking out into a dance.
With that in mind, the brand, BBH and director Jonathan Augustavo of Skunk have teamed to create a little something gamers can share with their friends to remind them of their victories. Working with the New York City Ballet, they’ve created a series of videos that feature some of the world’s best dancers’ interpretations of six different popular PlayStation genres, including sports like soccer and football, and war, space and cops-and-robbers shooters. Each spot begins with classical dance moves that quickly give way to over-the-top (and awesome) celebratory dancing, familiar to anyone who’s seen an end-zone dance.
This video depicts a dancer’s interpretation of scoring a football touchdown. The series of videos is the first work Augustavo has helmed via Skunk since recently joining the production house for U.S. representation.
Credits
Client PlayStation Agency BBH New York John Patroulis, chief creative officer; Ari Weiss, executive creative director; Dave Brown, Ian Hart, creatives; Joyce Kuan, art director; Jamie Rome, copywriter; Carey Head, head of integrated production & technology; Kate Morrison, head of content production; John Riddle, sr. content producer; Christina Carter, content producer; Douglas Stivers, sr. producer; Kelly Bignell-Asedo, UX director; Anthony Terruso, creative technologist; Rebecca O’Neill, head of art production; Kendra Salvatore, strategy director. Production Skunk Jonathan Augustavo, director; Matt Factor, managing partner/EP; Shelly Townsend, exec producer; Jeanne Stawiarski, head of production; Annalise Rowane, producer; Sing Howe Yam, DP; Michael Bednark, production designer; Arle Bordas, 1st assistant director; John Scott Wilson, 2nd assistant director; Rosanna Pandolfo, production supervisor; Ruth Martinez, assistant production supervisor. Editorial/Post Arcade Edit Nick Rondeau, editor; Dan Gutterman, assistant editor; Tristian Wake, Flame artist; Sila Soyer, exec producer; Lauren Cancelosi, producer. Post The Mill Fergus McCall, colorist; Dee Allen, exec producer; Heath Raymond, producer. Music Beacon Street Studios Beacon Street, composers Adrea Lavezzoli, exec producer. Licensed Music APM Music Deborah Fisher, key account director. Audio Post Sound Lounge Tom Jucarone, mixer; Vicky Ferraro, exec producer; Toria Sheffield, producer. Digital Design & Development DOMANI Studios Jon Lander, creative director; Dan Ashley, sr. designer; Steve Matysik, Steve Young, interactive developers; Matt Wilcox, director of front end technology; Taylor Hills, QA lead; Nirmala Shome, interactive producer. Performers New York City Ballet Troy Schumacher, choreographer; Olivia Boisson, Zachary Catazaro, Emilie Gerrity, Craig Hall, Brittany Pollack, Amar Ramasar, dancers.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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