LIGHT THE WAY :: XFINITY Olympics Paris 2024

In pursuing greatness, you don’t just follow the light – you become it. This COMCAST campaign for the 2024 Paris Summer Olympic Games connects the Hispanic community (and the world) to a super Olympian in his quest to light the way for others.

Dance, fast breaks, and soul come together to inspire the future generation of athletes, highlighting the mastery of breakdancing and the athleticism of its practitioners. The story uses familiar narrative tropes to link his journey to classic sports stories—like failure, discipline, repetition, and mastery.

Directed by Golden Globe winner Michael Gracey (The Greatest Showman, Rocketman, Better Man, …) this film is about the collective journey of an athlete and how his community and loved ones helped propel him to represent Team USA in breaking’s debut at the 2024 Paris Summer Olympic Games.

Check out the behind-the-scenes below.

AR CARDBOARD BREAKING MAT

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!