In the pursuit of greatness, you don’t just follow the light – you become it.

This COMCAST campaign for the Paris 2024 Olympics film highlights the mastery of breakdancing and the athleticism of its practitioners, so we told Victor’s story in an emotional way that uses familiar narrative tropes to link Victor’s journey to classic sports stories – like failure, discipline, repetition, and mastery.

Directed by Golden Globe winner Michael Gracey (The Greatest Showman, Rocketman, Better Man, …)

The idea was to bring Breaking back to the streets with a pop-up breaking cardboard activations that upon scanning they reveal a virtual Victor Montalvo breaking right in front of you with a Tik Tok AR filter. Client loved the idea, but decided not to pursue it.

Update: Victor won the first ever Bronze Medal in Olympic Breaking for the USA! Bet paid off.