BC One

In 2024, Atomic turned the iconic Red Bull BC One breakdancing competition into an interactive digital augmented reality spectacle, designed to take over the urban space. Rather than sticking to a traditional video promotion, we built an immersive experience that lets users engage directly with breaking culture. Handling design and production, we delivered high-fidelity 3D modelling and motion capture to bring the dancers' moves to life within the user's real surroundings, woven into a dynamic AR activation on Snapchat that fuses street energy with striking visual effects. The experience brings the brand closer to the breaking scene while making it tangible for every viewer. Results: 1.3k sessions over a 2-day event, with an average play time of 36 seconds per session.