We spoke with celebrity choreographer Shay Latukolan about his latest collaboration this time with tequila brand DELEÓN for their new campaign called ”Bold Sprits, Rise.”
Shay Latukolan is a celebrity choreographer famous for his work with superstars like BTS’ Jungkook, Tyla, and Donald Glover. This bold creative talent is bringing his moves to a new campaign with tequila brand DELEÓN called ”Bold Spirits, Rise,” which releases a powerful message celebrating those who embrace their creative drive and inspire others along the way.
The Knocturnal spoke with Shay Latukolan about this exciting new collaboration. On what the campaign meant to him personally and how he approached it from a choreographic standpoint.
Latukolan explained that what drew him to ‘Bold Spirits, Rise’ is that he found it to be welcoming towards new creatives on the rise, and emphasized the importance of companionship, ”that you need people around you to lift you up.”
As for me as a choreographer, I need to be really aligned with what I’m about and what I represent. So it’s beautiful that we could collaborate in this way and that they found me and that we could make something so special in this way,” Latukolan said.
High-impact routines stand out in Latukolan’s work, he delved into his creative process when designing such routines. Referring to his work with Jungle on ”Back on 74” and other viral dance videos with artists Tyla, Junkook, and more, he credits it to the music wanting people to realize that it is a collaboration of both. ‘
‘How I usually dance comes from a funk perspective and what a funk perspective is, it’s very infectious. You know, it’s positive, it’s joyful, and I like to lean on that. So with music as well, when I create to that, I try to find the joy and the first natural organic feeling for me in the music and I feel that is naturally is infectious to other people,” Latukolan stated.
Latukolan’s influences come from comedy and jokes, he doesn’t gravitate towards serious dancing focused on lines and making sure everyone is perfectly in order, ”I create from a perspective of like humanism like people can actually reflect, people can affiliate to the dance and be like, ‘oh, I feel I can do this too,’ ” Latukolan proclaimed.
Shay Latukolan, Celebrity Choreographer
He credits that as the reason why his moves get picked up most of the time whenever he tries to make something and enjoys seeing the reactions from people.
When working with high-profile artists like Donald Glover, Jungkook, and more, Latukolan admits he feels a bit of pressure, but knows that his best work comes out from feeling relaxed and focusing on having a good time while most importantly having a great relationship with the artists.
”…I just had to trust myself, I suppose, and knowing what I can deliver. And I think my work as for what it has been has definitely given me confidence and also trust from a lot of artists,” Latukolan stated.
Latukolan’s upcoming projects are kept under wraps, but he recently choreographed three performances for the 2024 Macy’s Thanksgiving Day Parade, one from R&B singer-songwriters Chlöe of Chlöe x Halle fame and Coco Jones, in addition to TikTok star Charli D’Amelio whom he regards as an amazing dancer.
To be updated on more of Latukolan’s work, follow his Instagram. You can view his ”Bold Sprits, Rise” campaign with DELEÓN below.