Background

Red Bull BC One is the premier global one-on-one breaking competition, and attracts thousands of talented breakers from around the world each year, all vying for the chance to represent at the World Final and be crowned champion. With over 60 qualifier events and programs held in 30+ locations, and an E-Battle that allows anyone with an internet connection to compete, Red Bull BC One truly has a global reach. Since its inception in 2004, the competition has been held in major cities around the world, and in 2022 the World Final returned to Hip Hop’s birthplace… New York City.

The Challenge

Breaking has often been misunderstood in the United States as a dance form that has remained stuck in the 1980s. However, the global Breakin scene has continued to thrive and evolve, with early pioneers pushing the boundaries of the dance and the competition landscape. Outside of the US, Breakin and Hip Hop have been embraced and supported by governments, resulting in a thriving culture.

As the World Final returns to the birthplace, New York City, there is added pressure to celebrate the city as the home of Breakin’ and Hip Hop in a NYC–relevant and aspirational way. This includes inspiring the next generation of Breakers and maintaining excitement within the global dance community, as well as engaging the broader creative communities around hip hop.

Our concept needed to be an authentic and inspiring theme that can serve as the creative foundation for the event and communicated effectively across multiple cultures. It must also provide a platform for global applications. The theme must acknowledge the past, but also look towards the future, as we aim to maintain Red Bull BC One as the most prestigious and high-impact breaking competition in the world.

Additional Credits

I AM STUDIO (RB Creative Agency)
Listen Entertainment (RB Experiential Agency)
Circle of Fire (Crew)