We had the privilege of speaking with the renowned celebrity choreographer Shay Latukolan about his remarkable collaboration with the tequila brand DELEÓN for their captivating "Bold Sprits, Rise" campaign. This talented individual has previously worked with superstars such as BTS' Jungkook, Tyla, and Donald Glover, and now he brings his dynamic moves to a new level with this exciting project.

Uniting Creativity and Tequila in a Bold Campaign

Personal Connection to the Campaign

Latukolan shared that what drew him to "Bold Spirits, Rise" was its welcoming nature towards new creatives on the rise. He emphasized the significance of companionship, stating, "You need people around you to lift you up." This sense of community and support is at the heart of the campaign, and it allowed him to collaborate in a truly special way.

As a choreographer, he believes in being aligned with his own values and representing them through his work. The opportunity to collaborate with DELEÓN in this manner was a beautiful experience for him.

Creative Process and Dance Philosophy

Latukolan's high-impact routines are a result of his unique creative process. When designing routines like those for "Back on 74" and with artists like Tyla and Jungkook, he credits the music for inspiring a collaborative spirit.

"My usual dance comes from a funk perspective, which is very infectious. It's positive and joyful, and I lean on that when creating. I try to find the joy and the natural organic feeling in the music, and I believe that this is what makes it infectious to others," he explained.

His influences also stem from comedy and jokes. He doesn't focus on strict lines and order; instead, he creates from a humanistic perspective, aiming for people to be able to relate and feel that they can do it too.

Working with High-Profile Artists

When collaborating with high-profile artists like Donald Glover and Jungkook, Latukolan admits to feeling a bit of pressure. However, he knows that his best work emerges when he feels relaxed and focused on having a good time while maintaining a great relationship with the artists.

"I just had to trust myself and know what I can deliver. My past work has given me confidence and trust from many artists," he stated.

Upcoming Projects and Social Media

Latukolan's upcoming projects are currently under wraps, but he recently choreographed three performances for the 2024 Macy's Thanksgiving Day Parade. He worked with R&B singer-songwriters Chlöe of Chlöe x Halle fame and Coco Jones, as well as TikTok star Charli D'Amelio, whom he considers an amazing dancer.

To stay updated on more of his work, follow him on Instagram. You can also view his "Bold Sprits, Rise" campaign with DELEÓN below.

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