Cannes Lions

The Breakpiece

VISYON, Barcelona / RED BULL / 2017

Presentation Image
Demo Film
Supporting Images
Supporting Images
Supporting Images
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Overview

Entries

Credits

OVERVIEW

Description

Back in the day, breakdance and graffiti were twinned art-forms. Street artists used their skills to help publicise upcoming B-Boy competitions. But over time the two went separate ways.

For the BC One World Finals it was time to bring graffiti and breakdance together again. But instead of spray cans, the artist known as Steak used Google’s ‘Tilt Brush’ to interpret B-Boy Menno’s signature move into a gigantic work of virtual graffiti - #BREAKPIECE.

Execution

The artwork he created in VR was the size of a football stadium – 240 metres long and 140 metres wide. It opened out into a futuristic cityscape filled with visual references to hip-hop culture.

At the Finals, the artwork was made visible to spectators when it was projected onto a 60 square-metre holographic mesh screen.

In addition, at the event there were several Tilt Brush stations, where visitors could interpret Menno’s signature move themselves in VR.

A YouTube film gave followers and fans all the background information as well as details of the artwork.

Outcome

Over 5,000 visitors to the Red Bull BC One World Finals got to experience ‘The BREAKPIECE’.

Viewers of Red Bull TV’s coverage of the event could see the artwork in the livestream coverage. It has also been uploaded to YouTube and can be experienced in 3D with ‘Daydream’, Google’s VR headset.

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