How do we engage a teenage audience during the Olympic Games? Teenagers who have little or no interest in largely niche events like the Rhythmic Gymnastics, Archery or Taekwondo.
Working with Grammy award winning music producer, Mark Ronson, we created a musical homage to the London 2012 Games, made up from the sounds of sport - from the sound of a Table-Tennis ball striking the bat, the fizz of an Archery arrow flying through the air or the sound of horse hooves in the Equestrian Dressage. Suddenly, even the most mundane sports had an intrinsic appeal. "We even included the Taekwondo sound of kicking the crap out of somebody." Mark Ronson
The short documentary above kicked off the campaign, with Mark Ronson explaining how he recorded the sounds from different sports - using them to create a series on musical tracks.
A series of mini documentaries followed and can be watched below.
On the launch night of the 2012 Olympic Games, the campaign was propelled into the public consciousness with a live performance at the Opening Ceremony in Stratford, London, conducted by Mark Ronson.
Instead of the usual Orchestra sections like Brass, Woodwind or Percussion, we had sport sections including Table-Tennis, Gymnastics and Boxing. Each sporting sound contributed to an overall track.
The TV was filmed live at the event and featured both Mark Ronson and a special guest appearance from Katy B.
Every Olympic Games could become a new opportunity to merge music and sport.
Below are a selection of illustrations that were used in that pitch presentation to imagine a series of future collaborations.