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NIKE | Breaking

It’s official. Breakdancing is coming to the Olympics. Officially named “breaking” by the IOC, the sport will be part of the 2024 Summer Games in Paris. Breakdancers Ami and Shigekix are among the best in the world. This film is a celebration of their skills before we see them embark on their Road to Paris by competing at the 2022 Breaking World Championships in Seoul. This film showcases our dancers by thinking differently about dancing. We felt that merging existing footage of the dancers and processing it with AI generated images could provide the visual power and unpredictable beauty to the message that we wanted to deliver. We linked with Harald Schaack at Grotesk to produce these mind-blowing AI generated images using Stable Diffusion. Agency: Wieden + Kennedy Creative Director: Curro de la Villa Art Director: Shohei Kawada Copywriter: Yumiko Ota Head of Production: Michelle Brough Producer/Offline Editor: Ty Demura Brand management: Jordan Cappadocia, Chelsea Hayashi, Ryu Kaida Online Editor: Vinod Vijayasankaran Executive Creative Director: Scott Dungate Managing Director: Yosuke Suzuki

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