Google: Dancing through Paris

As Google sought to reach a more urban, Gen Z, audience, we partnered with Street View to document renowned female hip hop dancers as they explore Paris’ busiest train station. A social first, influencer based approach led to our project reaching 81 million people across 6 continents.

The Task.

Google sought to bring one of the oldest, most renowned train stations to life - but executed in a modern way to showcase the changing, beautiful, and evolving nature of how we define culture. SRC developed the strategy and creative to use Google Street View to document groundbreaking hip-hop dancer Sandrine “Mufasa” Lescourant - one of the first female hip hop dancers in Europe - as she leads viewers on a tour of Paris’ Gare de Lyon train station.

A selection from the Street View panos are animated throughout the 3 minute film, which tells Mufasa’s incredible story through a combination of stunning cinematography, panoramic still photos, and timelapse of Street View navigation through the bustling streets of Paris.

In addition to being co-released with Mufasa herself on Google’s social channels and PR, we partnered with 5 hip-hop dance influencers to reach those outside of Google’s classic audience. From Beyonce’s dance captain to Kida the Great, winner of So You Think You Can Dance, to 15 year old Kaycee Rice, the influencer team created incredible homages to their own home cities and brought Google and Street View to millions of users outside the traditional channels.