THE BRONX TO PARIS

Breakdancing and Montefiore Einstein were both born in The Bronx. This 2024 Paris Olympics will be the first time Breakdancing is an Olympic sport. Montefiore Einstein will celebrate this with a historic campaign, launching with a 2 minute film during the live broadcast of the Opening Ceremony.

A young breakdancer's eye for talent illustrates that when it comes to both cancer and talent, it's all about spotting it early, and if you do, no victory is out of reach. Directed by Emmy Award-Winner Seb Edwards of Park Pictures and shot by Emmy Award-Winning Cinematographer Adam Arkapaw.

BATTLING SINCE THE BEGINNING

Talent is best spotted early. So is cancer. The shared belief that spotting it early is the key to success has taken breakdancing from The Bronx to the world's biggest stage.

The fully Integrated campaign spans broadcast films, Social, Digital, Print, OOH, Podcasts, Madison Square Garden, and New York Times partnerships as well as iconic painted wallscapes throughout NYC and The Bronx.

In the late 1970’s, just footsteps away from Montefiore Einstein, the earliest hip-hop beats were born and a future Olympic sport, breakdancing was spotted at it’s inception.

Shot on Location In The Bronx, New York.

Narrated by Bronx icon, hip-hop pioneer and hall of fame rapper Rahiem from Grandmaster Flash and the Furious Five. 

Bronx hip-hop Icon Grandmaster Caz

Pep-C, USA National Breaking Team 

Photography by Zach Gold

Premiers on NBC in Paris Olympics Opening Ceremony - July 26th, 2024

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