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Adidas Olympics 2008: CVA (Chinese Volleyball Association)
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"CVA" (Chinese Volleyball Association) is the forth and final spot in Psyop's Adidas campaign for the Beijing Olympics. Previous spots were "Together", "Zheng Zhi" and "Hu Jia".
The aesthetic TBWA180 China were going for was to create something really epic. Not in the loud, over the top kind of way, but something understated, intimate, but big at the same time. This is why we’ve wanted to create the world of live action mixed with pencil. It seemed like the right mix of mediums to shape our campaign because of the blend of live action, for the athlete’s recognizability and human emotion, along with pencil, which has a softer delicate quality, creates a look that is quite unique. Psyop directors Marie Hyon and Marco Spier.
Producers: Lucia Grillo, Psyop and Mungo Maclagan, Stink Related |
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