We Are Social France defies gravity with In the Heights creative

in the heights

Warner Bros and We Are Social France have invited people to dance across buildings just like characters from new Hollywood musical In the Heights.

Warner Bros has brought together the technology to enable dancers and influencers to defy gravity and dance across buildings just like the characters in the hit film, which has just been released.

In The Heights

Working with We Are Social in France, a series of social media posts with 14 choreographies have been designed, each reflecting the unique style of the movie’s dancers.

A TikTok challenge encourages audiences to reenact the magical scenes.

Using a studio installation that brings together film production and mixed reality, dancers and influencers were able to perform their own choreographies and appear as though they too are dancing on the facade of a building in New York.

A supporting video (below, in French) recounts this extraordinary experience.

In the Heights is a 2021 American musical drama film based on the stage musical of the same name by Quiara Alegría Hudes and Lin-Manuel Miranda. 

Directed by Jon M. Chu from a screenplay by Hudes, the film stars Anthony Ramos, Corey Hawkins, Leslie Grace, Melissa Barrera, Olga Merediz, Daphne Rubin-Vega, Gregory Diaz IV, and Jimmy Smits. 

The film follows a similar plot to the musical, telling the story of a corner in the predominantly Dominican Washington Heights neighbourhood of Upper Manhattan in New York City, where every member of the community pursues their dreams of a better life.

In the Heights was originally set to be adapted by Universal Pictures in 2008, with Kenny Ortega hired to direct. After that version fell through, the project was eventually started back up in 2016, with Chu set to direct and Ramos being cast in October 2018. The rest of the cast joined in April 2019, and filming took place around New York City that summer.

In the Heights was originally intended to be released in 2020, but was postponed due to the COVID-19 pandemic. 

The film had its world premiere at the Los Angeles Latino International Film Festival on June 4, 2021, and was released in the United States on June 10 in theatres and simultaneously streaming on HBO Max for a month. 

It received acclaim from critics, with praise for Chu’s direction, the story, and musical numbers, but has also received criticism for the lack of ‘dark-skinned’ Latinos in lead roles.