Launching an Olympic AI initiative

The International Olympics Committee (IOC) is launching an exciting, new AI-focused initiative and needed a launch campaign to express it’s revolutionary effect on the future of The Olympic Games. Recruitment for and access to Olympic-level training has long been a privilege of wealthier nations and with access to Olympic-level training. No longer. Thanks to new AI recruitment & training technology anyone with smartphone access genuinely has the potential to become an Olympian. AI's capacity to democratise sporting will create a whole new generation of sporting heroes we may never have seen otherwise. This campaign seeks to use AI to frame these talents as heros.

Event launch campaign : Concept, Design, Art Direction, Retouching, Social & campaign collateral

Campaign concept

To express this exciting initiative, I combined the vibrance of IOC's existing brand graphics with motion detection/spatial mapping visuals and aspirational, hero-imagery of future Olympians. In essence, showing how AI tech can reach and empower these athletes, no matter their location or economic resource.

'The Olympic Aura' – alternate route

I developed a second route using bursts of Olympic brand colours to create a vibrant 'Olympic aura' emanating from young talent. It explores the idea there is wealth of undiscovered young athletes already emanating this Olympic talent that simply need discovering. AI would act as a sort of lens to spot this Olympic aura.

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