Sport Presentation - London 2012

Role: Creative Director, Film and Animation
Agency: Crystal CG

As Creative Director for the London 2012 Olympic and Paralympic Games, I oversaw the film and animation content across all sporting venues, ensuring a dynamic spectator experience that enhanced the energy and spirit of the Games. Partnering with Crystal CG, a third-tier sponsor from Beijing, we collaborated closely with LOCOG’s Sports Presentation and Brand teams to transform how fans experienced each event— from medal ceremonies to live sports presentations.

The Project: Animating the Games for Spectators

The vision was to elevate the Olympic and Paralympic experience for fans, using digital content to engage and guide spectators across 30 venues, each uniquely designed to enhance the live experience. We created bespoke animations for each Olympic and Paralympic sport, seamlessly integrating wayfinding graphics, athlete introductions, and real-time celebrations of gold medal moments.

Key Highlights:

• Custom Animations for Each Sport: From the dynamic graphics at Hadleigh Farm for cycling to the large-scale visuals at the Olympic Stadium, each animation was tailored to capture the essence of the sport and amplify the live energy for audiences.
• Iconic Velodrome Film: One standout piece, a high-energy video for the Velodrome featuring The Chemical Brothers, earned a Vimeo Staff Pick for its innovative use of visuals and sound, immersing spectators in a pulsating representation of speed and athleticism. The piece became emblematic of London 2012’s approach to fusing sport with cultural creativity.
• A Multi-Sensory Spectator Experience: This project marked one of the first times that digital content was used on this scale to enhance spectator engagement at the Olympics, setting a new benchmark for sports presentation at large-scale events.

Legacy and Recognition

The animations and presentations created for London 2012 showcased the potential of digital content to elevate live sports events. This work not only achieved critical acclaim but also set the standard for future Olympic Games, bringing a new level of immersive entertainment to live sports.