Winter Sports Are Fearsome Beasts in the BBC's Animated Winter Olympics Campaign

Don't Have Nightmares, It's Only Winter Sports

By Alexandra Jardine. Published on Jan 22, 2018

Editor's Pick

Unlike the summer Olympics, the sports involved in the Winter Olympics can be pretty terrifying activities --as we've already seen in a spot by Beats by Dr. Dre ahead of this year's games in South Korea, depicting rather graphic injuries.

The BBC references this fear, too, in its trailer for its coverage of the Winter Olympics. The film, by Y&R London, deploys striking animations by Nexus Studios directing duo Smith and Foulkes to depict athletes such as skiers, skaters and skeleton competitors overcoming their fears--personified by monstrous dark clouds, fiery-eyed monsters, giant eyeballs, snakes and more. The music, an original composition by Native Music features Korean drums to build upon the fear depicted by the animation. The film ends with the tagline "The Fearless Are Here."

Alan Smith of Smith and Foulkes says in a statement: "There's a great tradition of animated BBC Olympic title sequences so it was very exciting to join this exclusive club. The nature of this script allowed us to approach it in a very cinematic way, focusing on the disorientating effect that fear can have on an elite athlete's performance, and how they can overcome it."

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Jan 22, 2018
Young & Rubicam London
Katherine Maidment
Executive Creative Director:
Mark Roalfe
Jim Bolton
Gavin McGrath
Psembi Kinstan
Business Director:
David Pomfret
Account Manager:
Tom Lamming
Production Company:
Nexus Studios
Smith & Foulkes
Tracey Cooper
Sound House:
Lead Sound:
Anthony Moore
Music Company:

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