BBC Turns Romantic Clichés into a Celebration of Sport in Olympics Campaign

BBC in-house creative agency, BBC Creative will show audiences 'a love like no other' as they launch out of home posters promoting BBC Olympics programming, following the release of the official launch film last month which was directed by Fx Goby.

The posters will launch on roadside and rail sites across the UK, including underground takeovers in Glasgow and London from 26th July until 8th August, to prime audiences ahead of the Olympics commencing this Friday.

The poster campaign turns romantic cliches into a celebration of the passion and dedication that Team GB and other athletes are bringing to the Olympics.

Two times gold medal winner Adam Peaty is captured coming up for air, with a headline reading love takes your breath away.

Diving hopeful Andrea Spendolini-Sirieix spins in mid air, next to the words love makes your head spin.

And USA superstar Simone Biles is seen mid-flip above a gymnastics horse, gliding over the headline love is in the air.

This follows BBC Creative’s collaboration with Nexus Studios for the launch film, directed by Fx Goby, for BBC Olympics programming last month. Drawing a close parallel between romantic love and the love athletes have for their sports, the film depicts the trials and challenges they face, followed by the rewards and sheer joy that come from being at the top of their game.

The film features 36 athletes, within 58 shots, showcasing a diverse range of sports and authentically capturing subtleties and nuances in their expressions and movements. The film first broadcast on BBC One on 29th June.

Rasmus Smith Bech, executive creative director, BBC Creative says, “It’s a deep love for their sports that drives Olympians to achieve things that very few other humans on the planet have done before. I think this deserves to be celebrated with a beautiful campaign that I hope will transport audiences at home to the city of love.”

Fx Goby, director of launch film, Nexus Studios says, "This film epitomises craftsmanship. Achieving its elegant final design required hundreds of hours, meticulously refining frame by frame, to preserve the essence of the original designs. Unlike typical 2D animation that relies on outlines, we used light and shadow to suggest volume, effectively recreating each illustration 25 times per second."