The main key art for Just Dance 2022, defining a bold and energetic direction that captured the spirit of the brand while introducing the new experience identity.
Defining a bold new visual direction that captured the spirit of Just Dance and set up its next era.
Role
Art Direction: global key art creation
Team
- Ubisoft 2D
- 3D artists
- Brand
- Marketing teams
Deliverables
- Art direction
- Concept development
- Key art creation
- Visual identity direction
- 2D and 3D artist collaboration
- Global marketing adaptation
The Challenge
Defining a bold new visual direction that captured the spirit of Just Dance and set up its next era.
Just Dance 2022 needed a key art that felt instantly recognizable as Just Dance while signaling a fresh evolution for the brand.
The Question
How do you create a single image that celebrates the energy of the game, the diversity of its cast, and the promise of what's next?
The Idea
A visual expression as bold and joyful as the game itself.
The key art brought together dynamic characters, vibrant colour, and a sense of movement to capture the party energy of Just Dance.
It also introduced visual cues that would carry into the 2023 experience identity, making the artwork a bridge between the current game and the brand's future.
The Approach
How the idea became work.
Brand energy
Pushed colour, scale and character expression to match the joy and intensity players expect from Just Dance.
Character focus
Centered the cast in a way that felt inclusive, dynamic and instantly readable across markets.
Future-facing cues
Introduced visual threads that would connect 2022 artwork to the evolving experience identity.
Craft and finish
Worked hands-on with 2D and 3D artists to refine composition, lighting and detail to a polished final asset.
The Making
Process, not polish.
The key art went through rounds of concept exploration, character posing, and colour studies before landing on a final composition that felt both fresh and unmistakably Just Dance.
The System
Where the idea had to live.
Global marketing
Hero key art and campaign master
Digital storefronts
Platform packaging and store takeovers
Social
Campaign launch and promotional adaptations
OOH
Posters and event presence worldwide
The Result
A bold, energetic key art that became the face of the Just Dance 2022 global campaign.
Qualitative outcome: a visual expression that celebrated the brand's spirit while opening the door to its next evolution.
A single key art can carry a lot of jobs. When composition, character and colour all pull in the same direction, one image can feel like a whole campaign.