“It’s in our nature” was built around the insight that humans have a primordial instinct to party; a primal form of communication and rhythmic movement that we’ve evolved from our ancestors 1.5 million years ago. During hard times humans exchange positive energy and tap into a collective effervescence. Partying is human nature.
The challenge was to create a campaign to promote the infamous "Saturday Sessions" club nights and re-opening of the Ministry of Sound; a massive night club in London.
The campaign will combine organic and futuristic visuals to represent the contrast of our prehistoric human nature in a modern, electronic world. Visuals would include close-ups of both nature and humans; focusing on details and imperfections that convey natural movement. As well hundreds of clips of humans dancing throughout time, across the world.
