'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
Samsung Mobile
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
Torben Kjelstrup
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
Fuad Abed
Edit Company:
Work Post
Jono Griffith
Senior Cutting Assistant:
Trevor Myers
Erica Thompson
Chris Delarenal
Audio Post:
Sonic Union
Audio Post Mixer:
Rob Ballingall
Production Company:
Production Service Company:
The Lift

Need a credit fix? Contact the Creativity Editors

Project Type