BBC Sport has created an animated campaign to promote its coverage for 2018 Winter Olympics.
The campaign 'The Fearless are Here' created by Y&R London portrays the fearless athletes overcoming several challenges in order to compete at the Winter Olympics. Y&R London worked with animators Smith & Foulkes at Nexus Studios to create the ad.
The music is an original composition by Native Music featuring Korean drums. The ad will air on BBC One between ‘Hard Sun’ and ‘Match of the Day’ and will continue to run for the length of the event.
Mark Roalfe, chairman and creative director at Y&R London, said: “We have a history of using animation for our Olympics trails. The new Winter Olympics campaign follows in that tradition. We worked closely with the brilliant animators Smith and Foulkes to create a seamless journey of the athletes as they overcome their fears as they compete. This is wrapped in the idea of ‘The fearless are here’ as these athletes are truly fearless in what they do.”
Alan Smith of Nexus Studios directing duo Smith and Foulkes said: "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."