KEYART CONCEPT ART
Just Dance 2023 keyart
The Project
The keyart for Just Dance 2023 took on a long journey. It started with the Production team, who developed the character designs of the coaches you see today. There was a desire from the brand team to explore other options that took the same character designs but re-positioned them to hit an older target audience, as they felt the current poses were too childish.
The Challenge
This project is an example of excellent collaboration. We started the project with lots of target audience research, mood boards and black-and-white mockups. After narrowing initial concepts, we divided the work based on skillset; I took on the illustration work while the team focused on logos and backdrops. In later rounds, I also explored logo concepts and worked the illustrations into the scenes.
The Solution
What became our central art concept was inspired by K-Pop culture. We wanted the coaches to be posed together in an epic, over-the-top scene but still grounded in the same reality. The second art option is similar in that the coaches are grounded together, but we wanted their poses to invoke a dance party vibe.
Ultimately the art was well received by the team. Still, it was decided that the project would be taken to an external agency to re-evaluate based on the changed scope and art direction from the higher-up executives.
