Our client, Fuel Up to Play 60—an in-school program promoting fitness and nutrition—asked us to get students excited for the new school year while also enticing teachers to host an event to kick off the program at their schools.

Nothing gets people of all ages hyped up quite like a catchy beat and a contagious dance. So, with original choreography and music, we told the story of a "viral" dance that captures an entire school.

Then we took it a step further. Inspired by the viral dance challenges on Instagram, we worked with our choreographer to incorporate dance moves into the video that students would want to replicate and share. And they did. And so did a couple of NFL players. The client wound up incorporating the moves into the overall in-school program, and program advisors across the country teach their students this dance as part of their 60 minutes of physical activity.

Digital // Social
Client: Fuel Up to Play 60
Role: Concept, Art Direction