The Olympics don’t just showcase greatness, they inspire the next generation to chase it. Xfinity’s Light the Way campaign partnered with breaking star Victor Montalvo to share his story and show how greatness today sparks greatness tomorrow. Victor went on to make history, winning bronze for Team USA during breaking’s Olympic debut.
Role: Assoc. Creative Director / Creative Director: Iu La Lueta / ECD: Pepe Aguilar / Directed by Michael Gracey
Created at Gallegos United / 2024
Featured in Los Angeles Times
LIGHT THE WAY
SOCIAL + BTS CONTENT
Breaking hits the streets with Xfinity cardboard pop-ups. Scan to see Victor Montalvo’s moves in TikTok AR, learn his steps and share your spin. We teamed with creators to kick off the challenge and spark followers to break too.
CARDBOARD AR FILTER
