Samsung and R/GA recently created “Victory Dance,” a spontaneous dance-inducing campaign. Set to a thumping track by a little-known artist from the Dominican Republic and featuring a cameo from Ninja (the world’s number one Fortnite player) the work showcases the growing status of mobile gaming and underscores the rampant virality of Fortnite—the world’s most popular video game.

Mobile gaming has exploded amongst Samsung’s audience. To connect with the community and lead the charge in the space, R/GA helped Samsung partner with Fortnite to present the Samsung Note9 as the best phone for gaming.

Instead of a traditional brand advertising spot, R/GA brought one of the most popular and recognisable features of the game— the victory dance—into the real world. This spot aims to excites Fornite players, Samsung audiences, and influences popular culture at large.

“Victory Dance” is a moment of recognition for gamers on the go and shows the control and connectivity Samsung devices give mobile gamers.