This project took an Olympic village to make. A collaboration between TBWA CHIAT LA and NY, the campaign reimagined athletes' 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.
We teamed up with Canadian spoken-word poet Shane Koyczan to develop these anthemic spots at the speed of athletic achievement. Social videos dove deeper into individual training stories.
Our heroic NY team, led by Serge Flores, further elevated the concept and brought it to fruition.