Just Dance is the ultimate casual game for kids, teens and parents alike to unplug from life’s demands and experience surprising, hilarious moments while dancing their hearts out. In creating new key art and packaging concepts for Just Dance 2018, the goal was to create imagery that embodied the active and exciting spirit of the game.
Just Dance 2018
Agency: Ubisoft Creative Services Art Direction: Amy Lewin Graphic Design: Ashley Andrews, Kate Chuang & Amy Lewin
As Art Director, I presented the game’s brand team with a variety of campaign directions displaying a range of concepts pulling inspiration from current fashion, design and pop-culture trends. The chosen direction puts the consumer on stage and invites them into the Just Dance world. The campaign art was then extended to the marketing materials for all major in-store and online retailers, providing the brand team with digital and retail style guides for future guidance. I collaborated with the Ubisoft Video Services team to adapt the art into a comprehensive graphics package, and worked with Ubisoft’s Digital Marketing team to revamp the brand’s social media pages. These efforts, which included the organization of photoshoots and coordination with motion graphics artwork, were aimed at presenting a young and relevant brand to our target audience. I managed a small team of designers and was responsible for executing all design assets for Just Dance 2018.