PlayStation 'Victory Dance' by BBH New York

A scene from PlayStation's "Dunk" video.
A scene from PlayStation's "Dunk" video.

Dancers from the New York City Ballet put a new spin on gamers' victory celebrations

Sony's PlayStation brand has released a series of videos showcasing the victory dances of winning gamers. But the dancers in these spots really know their stuff — they are professional dancers with the New York City Ballet.

The spots, developed by the New York office of Bartle Bogle Hegarty, feature interpretations of six PlayStation genres: sports (football, soccer, basketball), war, space, and cops and robbers. Each spot begins with classical dance moves that quickly give way to over-the-top celebratory dancing.

The spots debuted on PlayStation's blog and its Greatness Awaits website. The brand is asking gamers to share their best victory dance on Instagram using the tag #PS4dancecontest. Each week, several winners will get a free PlayStation 4.

Campaign credits

Client: PlayStation
Senior vice president brand marketing: Guy Longworth
VP platform marketing: John Koller
Senior director home consoles: Franco de Cesare
Senior brand manager home consoles: Tyler Vaught
Brand manager home consoles: Cristian Cardona
Associate brand managers: Cody Morales, Mia Putrino
Agency: Bartle Bogle Hegarty
Chief creative officer: John Patroulis
Executive creative director: Ari Weiss
Creatives: Dave Brown, Ian Hart
Art director: Joyce Kuan
Copywriter: Jamie Rome
Head of integrated production and technology: Carey Head
Head of content production: Kate Morrison
Senior content producer: John Riddle
Content producer: Christina Carter
Senior producer: Douglas Stivers
UX director: Kelly Bignell-Asedo
Creative technologist: Anthony Terruso
Head of art production: Rebecca O’Neill
Head of account management: Armando Turco
Account director: Melissa Hill
Account manager: Mark Williams
Account executive: Mike Mueller
Strategy director: Kendra Salvatore
Head of comms planning: Julian Cole
Comms planner: Ben Zoll
Head of business affairs: Sean McGee
Partner/talent: New York City Ballet
Choreographer: Troy Schumacher
Dancers: Olivia Boisson, Zachary Catazaro, Emilie Gerrity, Craig Hall, Brittany Pollack, Amar Ramasar
Senior director of marketing: Karen Girty
Director of media projects: Ellen Bar
Director, corporate relations: Fredrick Wodin
Manager, corporate relations: Galina Khitrova
Production: Skunk
Director: Jonathan Augustavo
Managing partner/EP: Matt Factor
Executive producer: Shelly Townsend
Head of production: Jeanne Stawiarski
Producer: Annalise Rowane
Director of photography: Sing Howe Yam
Production designer: Michael Bednark
1st assistant director: Arle Bordas
2nd assistant director: John Scott Wilson
Production supervisor: Rosanna Pandolfo
Assistant production supervisor: Ruth Martinez
Editorial/post production: Arcade Edit
Editor: Nick Rondeau
Assistant editor: Dan Gutterman
Flame artist: Tristian Wake
Executive producer: Sila Soyer
Producer: Lauren Cancelosi
Telecine: The Mill
Colorist: Fergus McCall
Executive producer: Dee Allen
Producer: Heath Raymond
Original music: Beacon Street Studios
Executive producer: Adrea Lavezzoli
Licensed music: APM Music
Key account director: Deborah Fisher
Audio mixing: Sound Lounge
Partner/mixer: Tom Jucarone
Executive producer: Vicky Ferraro
Producer: Toria Sheffield
Digital design and development: Domani Studios
Creative director: Jon Lander
Senior designer: Dan Ashley
Interactive developers: Steve Matysik, Steve Young
Director of front-end technology: Matt Wilcox
QA lead: Taylor Hills
Interactive producer: Nirmala Shome

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