To celebrate the release of Just Dance 2026 Edition on all gaming consoles, Ubisoft presents a brand-new campaign created by Cream and directed by Wiktor Piper. In this new film, the player isn’t transported into the game; instead, life itself transforms around them, lighting up to the rhythm of APT. by ROSÉ & Bruno Mars.
Wiktor Piper explains:
“For me, playing Just Dance is that suspended moment when reality shifts. The music sweeps you away, pulls you in, and the walls of your living room seem to disappear. From the early writing stages, together with Cream and our post-production house Katerina, we imagined moving spaces to erase the boundary between indoor and outdoor worlds—without knowing that the 2026 edition would follow this very direction. Because when you play, you’re in it, and you’re together.”
From the concept phase onward, Ubisoft worked with Cream to imagine a campaign faithful to the aesthetic of Just Dance 2026 Edition, capable of representing the game’s relentless energy and the diversity of its global community.
This early collaboration streamlined communication between creation, production, and post-production, enabling an agile workflow and exceptionally fast execution.
As Cream expands across the APAC region with the opening of its new hub in Singapore, the team chose Bangkok as the filming location.
“By coming to Thailand, we knew we would collaborate with an outstanding artistic and technical team. But we also knew we would attract a wide variety of talented dancers, driven by the popularity of K-pop, T-pop, and viral dance trends,” explains Timothée Salze-Lozac’h.
Alexandre Guenounous, Associate Director, Global Brand Management:
“With this Just Dance 2026 Edition campaign, we wanted to highlight the joy of being together. This game truly brings people together—across generations, families, or friends of all ages. It includes everyone and creates unique feel-good moments through dance.”
Victoire Bernard, Global Brand Manager Just Dance:
“I’m thrilled with the collaboration with Cream. From the start of the project, we shared a strong creative vision, and it was brought to life with remarkable precision and quality. The goal was also to shine a light on all types of players who enjoy Just Dance, each with their own motivations. The seamless execution of the project—which is rare for this kind of production—shows the professionalism and excellence of Cream and its partners, and perfectly reflects the visual identity of Just Dance 2026 Edition.”
