Paris 2024

O hospital Montefiore Einstein Comprehensive Cancer Center do Bronx está comemorando a estreia olímpica do breakdance nos Jogos Olímpicos de Verão de 2024 em Paris com uma campanha que traça as origens do esporte no sul do Bronx e defende o valor de ficar de olho nos talentos.

O filme (assista abaixo), dirigido por Seb Edwards, da Park Pictures, e criado pela agência Mirimar é narrado pelo rapper Rahiem, do Grandmaster Flash and the Furious Five. A peça acompanha o surgimento do breakdance nos anos 1970 e 1980, com crianças praticando movimentos nas ruas e em suas salas. além de equipes se exibindo em clubes, metrôs e no Loews Paradise Theatre.

O comercial termina com um treinador fazendo um discurso estimulante a uma candidata olímpica antes da competição. Sua mensagem é que “Talent is best spotted early. So is cancer.”

Todos os dançarinos apresentados no filme fazem parte de equipes de breakdance. O comercial também conta com participações especiais do músico de hip-hop do Bronx Grandmaster Caz e do breakdancer do Team USA Carmarry Hall, também conhecido como Pep-C.

A campanha também conta com peças para mídia digital, anúncio para jornais e revistas, murais pintados à mão em Manhattan e no Bronx, além de out of home em toda Nova York.

Ficha Técnica:

Client: Montefiore Einstein’s Cancer Center
Chief marketing officer: Loreen Babcock

Agency: Mirimar
Co-founder and chief creative officer: John McKelvey
Co-founder and managing director: Luke McKelvey
Executive creative director: Nick Morrissey
Creative director/copywriter: Max Stinson
Creative director/art director: Derrick Ho
Creative director/art director: Chris Cavalieri
Creative director/copywriter: Shannon Murphy
Executive producer: Benton Roman
Executive producer/photography: Lizzy Harris
Executive producer/print: Cindy Perez
Digital producer: Jennifer Springer
Group account director: Aleks Rzeznik
Director of operations: BreAnna Wilson
Photographer: Zach Gold
Retouching: Jen Toro
Graphic production designer: Alan Foster
Digital designer: Todd King
Business affairs manager: Librado Sanchez
Microsite: Sisu
Head of PR: Elizabeth Hess

Production Company: Park Pictures
Director: Seb Edwards
Executive producer: Jackie Kelman Bisbee
Executive producer: Scott Howard
Executive producer: Caroline Kousidonis
Senior head of production/business affairs: Anne Bobroff
Head of production: Chelsea Schwiering
Producer: Laurie Boccaccio
Director of photography: Adam Arkapaw
Production designer: Akin McKenzie
Costume designer: Catherine George
Casting director, dancers: Cindy Estada
Casting director, actors: Susan Shopmaker
Consultant/choreographer: Jamal “The. Nemesis” Warren
Consultant/choreographer: Ivan “Heat Rock One” Cofield
Graffiti artist: KEO XMEN

Editorial: Cosmo/Trim
Editor: Tom Lindsay
Assistant editor, Trim: Milo Bennett
Assistant editor, Cosmo: Edward Schroer
Executive producer, Trim: Noreen Kha
Executive producer, Cosmo: Marie Mangahas
Interim HOP, Cosmo: Pamela Cohen
Associate producer: Marcee Sanchez

VFX/Color Grade: Time Based Arts
VFX lead: Stephen Grasso
VFX supervisor: David Mellor
2D: Andre Dias, Bernie Varela, Billy Stockwell, Jack Long, Liam Doyle, Lucy Lawrence, Matt Shires,
Ross Ferguson, Sarah Breakwell, Simon Melin, Viola Bascombe
Colorist: Simone Grattarola
Colorist assistant: Tom Matthews
VFX producer: Chris Aliano, Mia Saunders
VFX executive producer: Josh Robison

Sound Design/Mix: 750MPH
Sound design and mix: Sam Ashwell & Jake Ashwell
Producer: Olivia Ray
Music supervision: Curation Music

Music Supervisor: Sunny Kapoor
Music clearance: Connie Edwards

Music:
“New Rap Language” by Spoonie Gee & The Treacherous Three
“Dance” by ESG
“Rockin’ It” by The Fearless Four
“I Shall Wear a Crown” by Pastor T. L. Barrett

VO Artist/Copywriter: Rahiem

Media: TruForm Media Group