Hasta La Motion!

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The BBC broadcast the full length trailer for the London 2012 Olympics last night on BBC One. The campaign shows the landscape of the United Kingdom transformed into a giant sporting arena, with music written and performed by Elbow.

Creative agency Rainey Kelly Campbell Roalfe Y&R developed the concept and the animation was created by Passion Pictures and produced by Red Bee Media.

Continuing a tradition of animated promos, check out previous Olympics trailers for Vancouver 2010 and Beijing 2008.

Nexus Productions’ directing duo Fx and Mat put their powers to use for the International Olympic Committee and agency Coler & Weber United in “All Together Now,” a beautifully rendered tale of titanic Olympians literally pulling the earth’s geography together into a neo-Pangea.

Like their work for the Royal Bank of Canada (through Parisian prodco Mr. Hyde), “All Together Now” uses soft lighting and a rich palette to evoke a sunny, feel-good vibe reminiscent of Art Deco’s happier imagery. The contours of the characters remind me of Tamara de Lempicka’s hefty but friendly human forms—just without all the sitting around and pouting.

Credits
Full credits requested
Agency: Coler & Weber United
Production: Nexus Productions
Direction: Fx & Mat

Posted on Motionographer

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These two opening titles for the Sydney 2000 games (aka “the best Olympics games ever“) show just how little creative progress has been made in the field of Olympic television branding. And while they’re not bad, you have to wonder how many more Olympics broadcasts are going to open with video of a guy jumping up and kicking a soccer ball before somebody thinks up a new idea.

The first video is from the Seven network, the Australian broadcaster of the 2000 games, and the second video is the “official” opening sequence, produced by the Sydney Olympic Broadcasting Organisation for international telecasts.

– Huge thanks to Alex and Christian for the videos.

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Olympics broadcast branding has been a bucket full of cliches so far. And while the BBC’s incredibly unique take on the Games has been a much needed dose of fresh air, Norway’s national broadcaster NRK have delivered a nice spin on the usual slow motion althetes imagery with this Heroes-meets-300 inspired spot.

– Thanks to Hans for the video.

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The Opening Ceremony may still be a day away, but the first event is about to start in the Games of the XXIX Olympiad, which means coverage has begun, and the full Olympic look of Australia’s Seven Network is being rolled out.

The BBC have taken a very unique approach to their Olympics branding, as you’ll see above Seven have stuck with the traditional “gold-infused slow-motion footage of athletes” imagery that seems to be the norm, albeit executed in a very slick fashion.

More Olympics coverage to come throughout the Games.