This project took an Olympic village to make.
A collaboration between TBWA/CHIAT/DAY LA and NY, the campaign reimagined athletes's weaknesses as their strengths and portrayed their perseverance in short films that would roll out in real time, responding to the athletic highlights of the day.
Brandy and I temporarily relocated to the NY office to lead creative development (and to experience NY’s finest nightlife… thank you, Deniz). There, we teamed up with the local crew and enlisted Canadian spoken-word poet Shane Koyczan to develop these anthemic spots at the speed of athletic achievement. Social videos dove deeper into athletes’s individual training stories.
Late on, our heroic NY team, led by Serge Flores, further elevated the concept and brought it to fruition in other channels.
L.A. CDs: Carmen Love + Brandy Cole
N.Y. CDs: Serge Flores + Deniz Marlali
ACDs: Aaron Alamo + Borja Eizmendi
Sr AD: Pieyre-Alexander Treuil
Sr CW: Cecile Pimont
CW: Avi Steinbach
AD: Alex Holm