'Fortnite' gamers get their groove on with real-life victory dances for Samsung

R/GA recreates in-game emotes for Galaxy Note 9 spot

Published On
Nov 02, 2018

Editor's Pick

End zone victory dances have nothing on triumphant gamers, in a musical medley featuring dance moves from "Fortnite," the massively popular online video game.

Characters in "Fortnite" are known for celebrating their wins by cutting a rug, with moves ranging in complexity from The Floss to full-on, gravity-defying breakdancing, which players can purchase access to in-game. YouTube is packed with videos of people attempting to recreate the moves at home, often with less-than-stellar results.

But in Samsung’s latest spot from R/GA, gamers playing "Fortnite" on-the-go perfectly reproduce these dances in public, to the surprise and occasional consternation of passers-by. A convenience store clerk, a diner at a restaurant, a valet and a doctor in scrubs all break it down and don’t care who’s watching.

A school hallway and an office lobby become impromptu stages as gamers groove to the thumping beat of GTA and Jenn Morel’s “Buscando.”  There’s also a cameo from Ninja, the world’s top-ranked "Fortnite" player, getting his hair dyed a signature neon hue.

Only as the spot closes does it become clear it’s promoting mobile gaming on the Samsung Galaxy Note 9--specifically, how the phone's battery life will help players "outlast" the rest.  



Nov 02, 2018
Client :
Samsung Mobile
Agency :
Group Executive Creative Director :
Nick Pringle
Executive Creative Director :
Ciaran McCarthy
Senior Art Director :
Jackson Harper
Senior Copywriter :
Ben Peppernell
Executive Creative Director :
Edwin Latchford
Group Account Director :
Connor Keeshan
Management Supervisor :
Arya Boghraty
Account Producer :
Amie Diamond
Executive Content Producer :
Carol Powley
Senior Content Producer :
Laura Shuey
Senior Business Manager :
Magdalena Wiater
Associate, Business Affairs :
Danielle Small
EVP, Global Head Brand Marketing :
Pio Schunker
Senior Director, Global Marketing & Partnerships :
Wesley Kim
Senior Professional, Global Marketing & Partnerships :
Junsik Kim
Senior Professional, Global Marketing & Partnerships :
Chion Kim
Director :
Torben Kjelstrup
President :
Diane McArter
Executive Producer :
Ben Davies
Executive Producer :
Jay Wakefield
Head of Production :
Ali Goldstone
Line Producer :
Darrin Ball
Director of Photography :
Alwin Kuchler
1st AD :
Andrew Ward
Producer :
Fuad Abed
Edit Company :
Work Post
Editor :
Jono Griffith
Senior Cutting Assistant :
Trevor Myers
Producer :
Erica Thompson
Producer :
Chris Delarenal
Audio Post :
Sonic Union
Audio Post Mixer :
Rob Ballingall
Production Company :
Production Service Company :
The Lift

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