Red Bull BC One

Descendants of the Break

Role
Creative Consultant / Creative Direction / Art Direction

Red Bull BC One stands as the premier global one-on-one breaking competition, drawing thousands of talented breakers from across the globe annually. Participants vie for the opportunity to represent at the World Final and attain the coveted title of champion. With over 60 qualifier events and programs conducted in 30+ locations, and an E-Battle that enables anyone to compete, Red Bull BC One possesses a truly global reach. Since its inception in 2004, the competition has been hosted in major cities worldwide. In 2022, the World Final returned to the birthplace of Hip Hop, New York City.

Breaking, often misconstrued as a dance form stuck in the 1980s in the U.S., had actually continued to thrive and evolve globally. Returning to its birthplace, New York City, the World Final aimed to celebrate Breakin' and Hip Hop relevantly and aspirationally, inspiring the next generation and engaging global dance and creative communities.

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

“Separated by land and sea yet bound by beats. You speak in different tongues, but ride the same rhythm, your movements do the talking. Stewards of a culture reuniting in it’s birthplace. A city where innovation and swagger crowns kings and queens. This concrete jungle is where legends are made, battle for battle, one will remain.”

In close collaboration with Red Bull's global and regional teams, as well as the Berlin-based creative agency I AM STUDIO, we crafted key visual communications for events worldwide. The pivotal Descendants story not only played a crucial role in establishing a broader platform for event thematics, curation, and storytelling but was also warmly embraced by both younger and older generations. This narrative not only built excitement but also heightened anticipation for the return to its birthplace.

Following a year-long tour of qualifier events across the globe, the culmination unfolded in a three-day event in NYC, featuring a camp with workshops and special events. The journey reached its climax with a world final streamed live on ESPN+ and in front of a sold out crowd at the iconic Hammerstein Ballroom.