Roots of my Rhythm
Red Bull
a journey through dance and identity
Red Bull partnered with KAIZEN STUDIO to create a short branded documentary following Majid Kessab, Hip Hop World Champion, on his journey to reconnect with his roots in Kurdistan, Iraq. This powerful film blends dance, storytelling, and cultural exploration, reflecting Red Bull’s mission to inspire through creativity and authenticity.
Client | Red Bull |
Agency | KAIZEN STUDIO |
Director | Steve Won |
Services | concept creationscriptproductionpost production |
from visionto impact
01
clients brief
Red Bull’s primary goal was to document Majid Kessab’s journey as he competed for his third world title at the Just Debout dance competition. The focus was on capturing the intensity of the competition and his achievement. Alongside this, Red Bull wanted to incorporate some background information about Majid’s story, giving audiences insight into who he is beyond the dance floor. While the core objective was to highlight his success, the film also aimed to provide a deeper look into Majid’s roots, adding context to his journey.
02
challanges
As the production progressed, the global COVID-19 pandemic escalated, resulting in the cancellation of the Just Debout competition and several other key events Majid had planned to compete in. On top of this, Majid experienced a series of setbacks in other competitions, which presented a unique challenge for Red Bull, a brand typically focused on celebrating winners. The task for KAIZEN STUDIO was to find a compelling narrative that could stay true to Red Bull’s inspirational values while authentically capturing Majid’s journey, including his losses and the emotional resilience required to navigate such turbulent times.
03
our approach
With the competition sidelined, we shifted the focus from titles to Majid’s personal journey, embracing the authenticity of his struggles. Rather than focusing on wins, we explored the purpose behind his dance—a purpose he began to question during this period. Following him to Kurdistan, we documented his reconnection with his roots and identity, crafting a universal story of resilience and self-discovery that resonated far beyond the dance community.
the result
After a challenging production spanning multiple countries, we delivered an emotional and authentic 34-minute branded documentary for Red Bull. The film not only highlights why Majid is one of the greatest dancers of our time but also inspires viewers worldwide by sharing his noble values as an artist and Red Bull athlete. This project reflects Red Bull’s commitment to authentic storytelling that transcends traditional branding, resonating with global audiences.
Premiered in a cinema in Cologne for key media and business partners, the documentary launched worldwide on Red Bull TV, earning critical acclaim and inspiring thousands. The film’s four Cannes YDA awards stand as a testament to Red Bull’s bold vision and the powerful storytelling that emerged from our collaboration.
The film is now available for streaming on Red Bull TV—experience the story that inspired audiences across the globe.