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World Athletics Championships

FRANCE TV

Promoting the IAAF World Athletics Championships, held for the first time in the Middle East, for the French national public broadcaster.

These elite athletes will already have precision routines to maintain their peak physical and mental sharpness, but this year they also have to prepare for the heat and late-night performances. These details matter because a fraction of a second or a couple of millimetres could cost an athlete their place on the podium.

We created 50” and 20” films that give the viewer a sense of the searing desert heat and pressure-cooker environment that the athletes will be performing under.

 

Working with production studio Mainframe we applied a shimmering heat haze effect over footage of athletic stars as they push themselves to the limit. 

The soundtrack is a dazzling version of Talking Heads’ Born Under Punches, performed by Angelique Kidjo.