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.

A Behind The Scenes helps our audience discover how the Light The Way commercial was filmed and how B-boy Victor went from breaking in a home studio to the Paris 2024 Olympics with the help of his community to inspire the next generation of athletes. 

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! Bet paid off.

Director: Michael Gracey

Role: ACD Copy + Art