Don’t Walk. Moonwalk.

The Brief

As part of a global promotional campaign for Universal Pictures film ‘Michael’, Aurora was engaged via Melbourne Entertainment Company and Bursty Marketing to film a Melbourne-based flashmob using choreography created in the USA – mirroring performances being captured in cities around the world. The goal was to deliver high-quality promotional material that matched the standard of activation’s filmed globally, using Melbourne’s iconic Flinders Street Station as the backdrop.

The Solution

Fifteen dancers performed the globally-set choreography at the busy pedestrian crossing outside Flinders Street Station (one of Melbourne’s highest foot-traffic locations) in full view of the CBD. The activation was designed to generate genuine crowd reactions and deliver content that would hold its own alongside footage captured in other cities around the world.

The Execution

Performers were dressed as everyday Melbourne city-dwellers. From corporate workers, university students and school students to people leaving the gym, tourists and tradies. They began crossing the road alongside regular pedestrians before simultaneously breaking into the set choreography and formations, creating a seamless ‘strangers becoming performers’ reveal.

The casting concept was central to the success of the activation. By dressing performers as recognisable Melbourne archetypes rather than in matching costumes, the reveal felt genuinely spontaneous which was exactly the effect needed to land authentically on social media as part of a global film campaign.