Red Bull Fingerbreakin'

Red Bull BC One—an international B-boying tournament—wanted to engage consumers beyond the familiar B-boy scene. The result was Fingerbreakin’, an international finger breakdancing competition driven by social media. Participants learn how to fingerbreak through the competition site, create a video of their moves and share it online to garner votes in an effort to be crowned World Champion. The project included: identity, website, posters, participant shoe kits and a social hype video, among numerous other pieces.