Lucozade Sport's new campaign created by Grey London demonstrates the sheer intensity and endurance of Olympic athleticism, reverting back to the brand's core roots under the slogan "Faster. Stronger. For Longer".
The campaign is fronted by some the UK's greatest medal hopefuls
for 2012; 5k world champion Mo Farah, triple jump hero Phillips
Idowu, and star gymnast Louis Smith, with each spot capturing the
athlete's physical and emotional journey to sporting success,
powered by Lucozade.
The films were shot on the Phantom, Red Epic and Canon 7d, over
six days and in three separate locations, which consequently
required a sizeable amount of data wrangling in the initial
Director, Ben Newman did an incredible job in making these three
spots feel radically different from your average sports drink
commercial. Pete Rypstra, Lead 2D artist, adds "It's been
great working on these spots. Good idea, cracking edits and
superbly directed. Ben's healthy obsession with symmetry and his
eye for detail meant we had our work cut out for us as far as clean
up was concerned. We then added 3D Massive crowds and camera
flashes to enhance the atmosphere in various shots".
To add the final touches motion graphics were added by AfterFX
duo, Shaun William Leong and Luke Tribe, before Colourist Aubrey
Woodiwiss finished the campaign with its gritty grade.