As official dance partners to the global pop sensation Now United, Rexona had the mission to inspire teen audiences to move, explore their connection to their bodies, and most important of all: make them sweat without worries. To put this all into action, we had a challenge: how to engage fans to connect with our purpose in a real and meaningful way?

At that point, the brand had been working with the group for 2 years, giving fans tools, from workshops to tutorials, on how to learn dancing from a beginners point of view. We believed in the maturity of our audience, so it was time to really challenge them into creating their own dance moves and choreography.

It was time for them to shine. The #RexonaParadiseChallenge was an open call to all dancers stuck at home during the pandemic to co-create the official choreography for Now United's latest single, Paradise. And this was a team effort: the pop group and their choreographer had to choose bits and pieces of more than thousands of videos on TikTok, Instagram, and Twitter to put together a fun choreo for the chorus:

For this project, I was thrilled to be part of it as the Creative Lead alongside Pierre Francinco while working at @ Fbiz since day one. From concept to strategy and even influencer marketing, we exercised all of our creative muscles to put together one of the biggest activations the group has ever had, while making it real, fun and, most of all, well accepted within the fandom of the group.