Paris 2024 Managing Victory
Team USA brought us to Paris as an extension of their content team to help create a campaign that brought real-time social coverage of the 2024 Olympic and Paralympic Games – primarily at the Team USA Welcome Experience and on medalists' Managing Victory media tour – to audiences back stateside.
Results
For the first time ever, we helped Team USA build a content studio at the Team USA House with two unique Team USA branded sets, giving us up to four different looks to capture content with athletes. We also had a mini editing suite, allowing us to turn around content on the fly, giving the real-time coverage these athletes (and eager audiences back home) deserved!
Process
With the diversity of talent and personalities across all of Team USA, and with 6+ weeks of coverage between Olympics and Paralympics, we knew we needed to have a ton of flexibility with concepts and tone. So we had some core fall-back concepts, but also created individualized concepts on the fly for every athlete we worked with. When athletes medaled, our team would find out the same-day or day before and work with Team USA on-site to define 2-3 tailored concepts. We wanted to strike a balance between fun, trendy social concepts and concepts that allowed athletes to tell their stories in a genuine way.
Strategy
Our goal was to support Team USA throughout the Olympic and Paralympic Games in expanding and deepening real-time content to give audiences back home a glimpse of life for athletes in Paris. To do this, we were asked to cover two main parts of the athlete experience – the Team USA Welcome Experience / High Performance Center, where athletes get their TUSA swag and train before and during the Games, and the Managing Victory media tour for athletes who have won medals. For each sport/athlete that came through our activations, we created unique concepts that either leaned into current social media trends or allowed athletes to tell their unique story of their once-in-a-lifetime experiences.
Graphic Use
In addition to any videos captured on set, photos from our sets were also shared with the internal Team USA graphics team for them to create milestone moments to keep Team USA fans back home informed!
Results
For the first time ever, we helped Team USA build a content studio at the Team USA House with two unique Team USA branded sets, giving us up to four different looks to capture content with athletes. We also had a mini editing suite, allowing us to turn around content on the fly, giving the real-time coverage these athletes (and eager audiences back home) deserved!
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