In 2009, our agency was knee-deep in creating a brand architecture to guide the rapidly expanding Just Dance product line. We developed a key art framework that could either be executed in angled typography or in an art direction appropriate to the product extension. Or as I like to put it, we discovered the holy grail of art direction: a legitimate excuse to phone any creative vendor.

For the Just Dance Kids product extension key art, our agency selected Brazilian illustrator Guilherme Marconi. We aligned with Marconi on the “Kids” artwork because industry research confirms that children love psychedelic unicorn collages (source: The Internet 2009, Lisa Frank). While qualitative research led our client elsewhere (source: Parents who make purchases), the collaboration produced a memorable application of the Just Dance brand architecture and several creative pieces including a children’s coloring sheet, poster series and unicorn drawings.