The Road to Rio
The Rio Olympics is fast approaching and the training beginning to pay off, motion-design studio Art & Graft have worked in collaboration with The National Lottery, ITN Productions, ITV Creative and ITV AdVentures to create a campaign that celebrates The Games. With an aim to represent 'togetherness' that the Olympics brings, the kick-off advert 'Road To Rio' tells the story of the investment that goes into Team GB, helping transform the athletes into future stars. The illustration style is a nod to Norman Wilkinson's paintings that celebrated British landscapes but with brilliant up-to-date 3D animation that allows the viewer to further explore the journeys the athletes go on. See the get involved video here to learn more.
Creative Director Mike Moloney explains: “We wanted to create the epic, cinematic scenes synonymous with an Olympics launch, yet also introduce a warmth and charm that is sometimes missing when representing our heroic athletic superstars."