YouSee’s latest is infectiously fun

In collaboration with Robert/Boisen+Like-Minded, Immigrant Studio director Torben Kjelstrup helms this irreverent and joyfully offbeat new campaign for telecom and streaming provider YouSee, titled Chain Reaction.  

Taking inspiration in the idea that we all secretly carry around a hidden “signature move”, the film sees spontaneous bursts of awkward, sometimes involuntary, dance moves ripple fro character to character in everyday situations.  

For Kjelstrup, the project’s appeal was immediate: “Well, they had me at ‘a man twerks atop a ladder’, metaphorically speaking. From the very beginning, it was clear that neither the agency nor the client wanted to play it safe. That’s essential when doing something like this, otherwise it risks becoming overly polished or just bland.”