Hasta La Creative!

Psyop directors Marie Hyon and Marco Spier share the dirt on their recent work for TBWA China’s Adidas Olympic 2008 spots “Zheng Zhi” and “Together”.

What was the creative brief from the client/agency?
The brief from the agency was to create a poetic, sophisticated, and awe inspiring Olympics campaign that embraces the idea of, “impossible is nothing” for the people of china. With the agency, we created four spots in total. The first spot was an anthem called “Together”. For this spot, we created a landscape of the nation supporting their athletes. It was important for us to create the intimacy between the supporters and the athletes. We wanted to make sure the fans were not seen just as the masses but to feel their emotion of being part of something big.

The other three spots were athlete specific spots that told their personal stories of their Olympic journey. With these spots, we were able to explore the world of imagery that is very dream like, allegorical, and surreal. Along with the agency and their Asian sensibility in storytelling, we were able to imagine three very unique looking spots with the type of stories we haven’t really encountered in the western market.

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