Happy Finish Gives Usain Bolt the Midas Touch
Usain Bolt, widely regarded as the world's fastest man, has once again made history this month by winning not one, but three Olympic gold medals at the 2016 Summer Olympics held in Rio de Janeiro. Bolt confidently took home the gold in the Men's 100m, 200m, and 4x100m relay, making him the first athlete in history to win all three events three Olympics in a row. To celebrate this feat, now dubbed as the 'Triple-Triple', Laurence O'Bryne, Creative Director at Boys and Girls, reached out to Happy Finish's Alexis Goodwin to work up an iconic retouch image series of Bolt with a victorious-twist.
Working with Caribbean communications and entertainment company, Digicel, as the end client, the team were fortunate enough to arrange a photoshoot with Bolt himself to get as many poses as possible for the campaign. With the perfect pose selected, inspired by the renown 'Christ The Redeemer' statue which towers about Rio, Alexis worked his retouching magic to turn the athlete into a golden icon. The image accents Bolt's astounding athletic physique as well as his flawless golden Olympic record, an effect that Alexis refined through multiple treatment tests in the past. The result was delivered in a matter of days, just after Bolt claimed his final victory.
Executive Creative Director: Rory Hamilton
Designer: Shane O 'Riordan & Maxi McDonnell
Creative Director: Laurence O'Byrne
Creative Agency: Boys and Girls
Copywriter: Kris Clarkin
Post Production / VFX
Retouching: Alexis Goodwin @ Happy Finish
Producer: Lucky Lu @ Happy Finish