SNIPES Nike JAM

The SNIPES Nike Jam commercial is a dynamic celebration of breakdance culture, reflecting its growing recognition as it prepares to make its debut at the 2024 Olympic Games. Movement Director Marie Zechiel played a pivotal role in bringing this vision to life, working closely with SNIPES and Senior Art Director Charles Dennewald to ensure that the essence of breakdancing was authentically captured. Produced by the renowned production company saymyname., this commercial is not just a promotion of the SNIPES and Nike collaboration, but also a tribute to the vibrant and evolving breakdance scene. The creative concept behind the commercial was meticulously developed to resonate with the energy, skill, and artistry that define breakdancing, which is set to gain even more global recognition through its inclusion in the Olympics. Marie Zechiel’s expertise as a Movement Director was crucial in this project. Her work involved developing a movement language that both respected the roots of breakdancing and pushed its boundaries in a way that would captivate a broad audience. Zechiel’s approach to movement direction is highly collaborative, and for this project, she worked intimately with the talented cast to bring out their best performances. The cast features Bgirl Melina, an emerging star in the breakdance world, along with dance celebrities Darren and Willis, who are both well-known figures in the scene. Zechiel’s collaboration with these dancers was key to the success of the commercial. She guided them in translating their raw talent and passion for breakdancing into performances that not only showcased their skills but also aligned with the commercial’s creative vision. This SNIPES Nike Jam commercial is more than just an advertisement; it’s a celebration of a culture on the brink of global recognition, brought to life through the visionary movement direction of Marie Zechiel.