In 2024, COMCAST sought to position its Xfinity Stream platform as the go-to destination for watching the Summer Olympics in France, specifically targeting younger sports fans. After analyzing data on Gen Z’s interests, I discovered that this audience was less drawn to traditional sports and more inclined toward “unconventional” sports. Armed with this insight, we decided to spotlight one of the Olympic Games' newest additions: Breaking (breakdancing).

Victor Montalvo, a Mexican-American B-boy representing Team USA (sponsored by Xfinity), was the perfect figure to highlight, as his story would resonate deeply with the multicultural Gen Z audience we aimed to reach. The “Light The Way” campaign centered on Montalvo’s journey to the global stage, showcasing his dedication and passion. We complemented the spot with organic social content, offering the next generation of athletes an inside look into his path to success and further engaging them with the Xfinity brand.