Set and Costume Design in “Just Dance: Decades of Hits” Ruins the New Game’s Look and Doesn’t Use AI: “This Is Our Art”

As AI is increasingly used to replace human creativity, Ubisoft’s “Just Dance” is refusing to change its practical approach. The dance game, which recently launched “Just Dance: Decades of Hits” on Tuesday, brings on-screen characters to life through a process rooted in human work. Real dancers wear handmade costumes, wigs and […]

At a time when artificial intelligence is increasingly used to replace human creativity, "Just Dance" refuses to change its practical approach.

Ubisoft's dance game Just Dance: Decades of Hits, which just launched on Tuesday, brings characters to life on screen through a process rooted in human labor. Real dancers wear handmade costumes, wigs and makeup before being filmed in front of a green screen and integrated into the game. RELATED STORIES Music Industry Moves: Frank Brigman Leads Universal Music; Warner Mexico promoted Yosim Aladero to General Motors

"We really love what we do. It's our art. It's what we love," Benjamin Joufert, costume and character designer for the game, tells Variety. We pride ourselves on working, designing ourselves, creating what's in our minds, and making real clothes with real dressmakers. Popular in Variety

Jouffret says his team is committed to creating their characters without artificial intelligence. Jouffret, who studied fashion and previously worked as a stylist, has spent the past eight years overseeing the costumes and characters that appear on screen.

The process begins with a brainstorming session, during which the creative team listens to a song and watches its music video to determine the direction of the character. Sometimes the team takes inspiration directly from the artist, other times they decide to take the concept in a completely different direction.

These decisions also determine the game's maps, which blend the characters with their background and surroundings. "If you want to create a map for the community or the hardcore players, we know they really want to connect with the readers," Joffert explains. "If you have a Lady Gaga song, you want an Easter egg. For that, we're really inspired by artists."

From there, the team determines whether the dance will feature a solo performer or a duo or trio, as well as what type of personality would best fit. Sometimes, up to 10 characters are featured in a single dance.

"We also decide if you want a normal costume, or an alien or a mascot or a non-binary character," Joffert says. "We do a lot."

His team then compiles mood boards using references from films, music videos and other media before developing and finalizing designs. Once a concept is approved, the team consults with their roster of dancers to find someone who can embody the character and complement the choreographer's vision.

Overall, the timeline is relatively short. After a one-day brainstorming session, the team typically spends two to three weeks designing a character, followed by approximately four weeks of production. That course includes auditions for props, hair and makeup, and rehearsals to make sure the costumes work with the dance. Filming is done in one day.

Across the main game studio based in Paris and its partner studio in Shanghai, the team creates approximately 100 costumes per episode, balancing visual appeal with practicality.

"We can't make beautiful costumes if the dancers can't wear them," explains Joffret. We can do what we want, but we have to do it intelligently.

The team had previously experimented with 3D printing, but the material proved too heavy for the dancers to move comfortably. Today, this technique is reserved for accessories that require smaller, more intricate details.

For Jouffret, the trial and error of the process is part of what makes the game so special. "We really like to make and build things ourselves," he says.

Her team collaborates with costume designers and other professionals, each specializing in areas such as corsets, corsets and casual wear. The team's commitment to representation is also reflected in the performance itself, which features dancers from diverse backgrounds and abilities. In one episode, the team worked with dancer Jana Bruno, who has one arm, and was recognized for her diversity efforts.

"Just Dance" releases a new episode every year, sometimes revisiting characters and stories from previous games. For Decades of Hits, a new character, Lyra, is the daughter of a character introduced in the previous game. Players will follow her storyline in search of her father through dance.

Meanwhile, hundreds of costumes from the franchise's 17-year history remain in a warehouse in Paris, a physical archive of the work behind the game's characters. Jouffret says the team hopes to showcase these creations through a potential exhibition or runway presentation, though some pieces will need to be repaired after the wear and tear of filming.