The connection between Montefiore and breakdancing was fairly straightforward—both proudly hail from the New York City borough of the Bronx. But it was insight around the long journey athletes make to the Olympics—and the related value of spotting their talent early—that connected the message, according to John McKelvey, co-founder and chief creative officer of Mirimar.
“Breakdancing’s debut became the perfect unifier as it will feature for the first time at this year's Olympics, and [with] breakdancing and Montefiore Einstein both beginning in the Bronx, we knew Montefiore Einstein had an authentic story to tell,” McKelvey said in emailed remarks. “We were able to make this careful throughline with two things that people don’t often put together—talent and cancer.”
Not a Modern Healthcare subscriber? Sign up today.
The ad was directed by Seb Edwards of Park Pictures and shot by cinematographer Adam Arkapaw. It is narrated by rapper Rahiem of Grandmaster Flash and the Furious Five. Bronx hip-hop icon Grandmaster Caz plays the talent show host. Graffiti was provided by the fabled artist KEO. Choreographer and cultural advisor Nemesis brought together actual breakdancing crews, not actors, including the young dancer shown at the end of the film, Carmarry “Pep-C” Hall.
