A motivational poster with a black background and bold pink and white text that says 'SAY IT' and 'ZUMBA' at the bottom.
Close-up of a cartoon ghost face with large black eyes and wearing a black headband.
Black and white pixel art of two rectangular building floor plans with multiple rooms and pathways, viewed from an angled top-down perspective.
Colorful logo with the words "Zumba is Sexy" in large purple and green text, with a black shadow for depth.

THE ASK

We created and produced all of the content for Zumba’s New Years Campaign with “Mr. Sexy Himself” - REDFOO

Infographic with three steps outlined in pink circles numbered 1 to 3. Step 1, titled 'Break through the clutter,' emphasizes storytelling for brand awareness. Step 2, titled 'Class attendance,' suggests increasing in-person and app-based class participation. Step 3, titled 'Integrate instructors,' involves instructors supporting the brand through consistent behavior. Each step has a descriptive paragraph and a pink label at the bottom.
Zumba WIGGLE logo with a purple starburst shape and shiny star accent
Close-up selfie of a man with curly hair wearing white glasses, set against a colorful background with large white text.
Bold, playful text spelling out "SOY" with a stylized, cartoon-like illustration of a white body part that looks like a penis or similar shape, against a purple and black zebra or animal print background. A green label in the top right corner says "I'M SEXY" and there are small star-like sparkles around the design.
Collage of people dancing and performing in a lively, energetic setting with various screens displaying social media elements and colorful backgrounds.
Text in 3D block letters that reads "I WORKOUT" with a pink highlight on the letter "I".

The videos produced will live in: CTV, email, zumba.com, socials and paid ads, the Zumba App home screen banner.

Man with curly hair and glasses pointing towards the camera, seen through a television screen with a group of people in the background.
Screenshots of people enjoying a Zumba dance class outdoors and indoors, wearing colorful workout clothes and making energetic dance movements.
A man with curly hair, wearing large glasses and a patterned jacket, smiling in an indoor setting with bright lights and a colorful border. Text on the image says "YEAH YEAH YEAH YEAH BABY BABY BABY BABY" at the top and a large stylized "say it" at the bottom.
Repeated white text saying "WIGGLE" on a black background with a curved distortion.

INSIGHTS:

  • Recognized by AdAge as one of the top campaigns to watch in 2025.

  • Budget-conscious execution: Filmed in Mexico City, optimizing costs while maintaining high production value.

  • Designed to be Digital/mobile-first and globally adaptable, ensuring broad audience reach.

  • Achieved a $500K production cost, significantly lower than the $1.2M it would have cost in the U.S.

  • Directed by: Seth Epstein from Los York.

A group of medals, including a silver and bronze medal, along with a certificate and a trophy, displayed on a surface.
Two smartphones display images of women reacting to a dice game, with a background featuring the word 'YAY' repeatedly in a purple outline.