GE were one of the five main sponsors of the 2012 London Olympics. In their Health Centre inside The Olympic Park they were responsible for maintaining the health and wellbeing of all the athletes taking part - scanning them with their MRI scanners to ensure they could train and perform at their peak and stay injury free.
They required a high-visibility outdoor campaign that demonstrated their association with the Olympics. The campaign features British Olympians and Paralympians who we firstly photographed in sequence as they performed. Their exact form and movements were then recreated using GE MRI scans so we could create the hybrid sequences seen here. This allowed us to create both 2D imagery for posters and press and 3D animated / digital executions for the GE building, takeovers of Heathrow Airport and Canary Wharf Station, and a full online digital campaign.