'Fortnite' gamers get their groove on with real-life victory dances for Samsung
R/GA recreates in-game emotes for Galaxy Note 9 spot
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.
Credits
- Date
- Nov 02, 2018
- Client :
- Samsung Mobile
- Agency :
- R/GA
- 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
- VFX :
- Blacksmith
- Audio Post :
- Sonic Union
- Audio Post Mixer :
- Rob Ballingall
- Production Company :
- Furlined
- Production Service Company :
- The Lift
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