VANCOUVER Olympics

/VANCOUVER Olympics

/Overview

OLYMPIC GAMES

The 2010 Winter Olympics, officially known as the XXI Olympic Winter Games was an international winter multi-sport event that was held from 12 to 28 February 2010 in Vancouver, British Columbia, Canada, with some events held in the nearby resort town of Whistler.

Services Rendered

01/ Visual Language & Art Direction

02/ Design Production & Execution

03/ Campaign Development

04/ Art Direction

05/ Video Production

06/ 3D & Motion Graphics

Opportunity

The International Olympic Committee and China Central Television are long time clients. For the VANCOUVER Winter Olympics, we pitched and were awarded the rights to create a series of motion graphics and station packaging platforms for the Games. The opportunity was to create something fresh and new.

Approach & Solution

For this project, we created a bright white dimensional world of organic shapes in white, cobalt blue, crimson, and yellow. The structures were designed to be objects through which rotoscoped athletes competed in with complementary reflective shapes which used high contrast and vibrant variants of the colors of the Olympic movement.

Because we were using the same creative team that worked on past large scale sporting events, the production is smooth.

OUTCOME

/Results

The creation of an award-winning opening sequence for the VANCOUVER Winter Olympic Games for the IOC and CCTV.

VANCOUVER Winter Olympics Reel

VANCOUVER Winter Olympics opening sequence created for the IOC and CCTV.

VANCOUVER Winter Olympics Reel

/Challenges

/Solutions

01/ The creation of the slight gray tone shadows and reflections of the translucent objects within the white organic environmental elements turned out to be tricky.

We were able to modify the proper elements by carefully storyboarding each action sequence and through a vigorous creative rapid prototyping process.

02/ Pitching new ideas to CCTV and the IOC broadcasting group can be at times challenging.

When pitching a new, off-beat, and creative the CCTV and the IOC, it was important to point to our proven track record, creative acumen, and long term and established relationships with all parties involved in the process. This approach has continued to work for all of us.