A campaign for the Olympics, without a cease-and-desist.
The Problem
How do you talk about the Olympics without talking about the Olympics, from a trademark perspective? How do you tell the origin stories of 70 athletes with barely a minute between them before they fly out to France? And how do you promote the organisation that helps junior athletes get on the road to glory?
WAIS asked us to celebrate all of our Western Australian Olympians and Paralympians competing in Paris across TV, OOH and social media. We would be receiving imagery in a wild variety of sizes and qualities, so we would need smart art direction to bring it together.
The Insight
Everyone starts their journey somewhere, and every Olympic champion had a junior club. And, every junior club in Western Australia exists in a postcode. We couldn’t mention the Olympics, or Paris, or France, or anything that implied the Olympics, but we could use the year to imply the road traveled. From their junior club, to now. But, due to the incredible volume of content to create from such a wide variety of athletes, we would need a very tight, very replicable and very flexible visual system to cope with all the variables coming our way.
The Problem
How do you talk about the Olympics without talking about the Olympics, from a trademark perspective? How do you tell the origin stories of 70 athletes with barely a minute between them before they fly out to France? And how do you promote the organisation that helps junior athletes get on the road to glory?
WAIS asked us to celebrate all of our Western Australian Olympians and Paralympians competing in Paris across TV, OOH and social media. We would be receiving imagery in a wild variety of sizes and qualities, so we would need smart art direction to bring it together.
The Insight
Everyone starts their journey somewhere, and every Olympic champion had a junior club. And, every junior club in Western Australia exists in a postcode. We couldn’t mention the Olympics, or Paris, or France, or anything that implied the Olympics, but we could use the year to imply the road traveled. From their junior club, to now. But, due to the incredible volume of content to create from such a wide variety of athletes, we would need a very tight, very replicable and very flexible visual system to cope with all the variables coming our way.
The Execution
A timeline motif was created to illustrate the journey, built over a grid system that could flex into any shape we needed, always leading from top left to bottom right with a mask to bring the athlete to the foreground.
The Execution
A timeline motif was created to illustrate the journey, built over a grid system that could flex into any shape we needed, always leading from top left to bottom right with a mask to bring the athlete to the foreground.
The imagery provided came in resolutions as small as a few hundred pixels, so a set of colour and contrast adjustment layers, grain overlays and curves were created to homogenise the imagery for consistency and to obscure any digital artefacts for larger printed sites. Holding together over a hundred pieces to create a memorable campaign that delivered the concept was a challenge worthy of the Olympics.
The imagery provided came in resolutions as small as a few hundred pixels, so a set of colour and contrast adjustment layers, grain overlays and curves were created to homogenise the imagery for consistency and to obscure any digital artefacts for larger printed sites. Holding together over a hundred pieces to create a memorable campaign that delivered the concept was a challenge worthy of the Olympics.