Visa’s Paris 2024 Olympics campaign aimed to inspire people to elevate their passions. We partnered with VaynerMedia to bring the campaign to life, producing over 700 assets across five markets in the lead up to the games.
Inspiring the next generation of creators
The Paris 2024 Olympics gave Visa a chance to re-engage Gen Z, a group showing declining interest in traditional sports, including the Olympics. To bridge this gap, Visa tapped into their passions—creativity, gaming, music, fashion, and technology. Partnering Team Visa athletes with talented creators, Visa launched innovative projects that fused sport and creativity, inspiring young people to unlock their potential, ‘level up’ their passions and tune into the games.
A multi-market, multi-team collaboration
VaynerMedia brought us on as the lead production partner to fully realise their vision. Our role spanned the entire production process, from casting and talent management to art buying, resulting in a cohesive set of contextually optimised assets, including a hero film, photography, and a six three-part social-first docuseries.
Launching with a culture-first hero film
Directed by Salomon Ligthelm, the hero film featured Team Visa athletes Sasha Zhoya (France), Davide Morana (Italy), and Desirée Vila (Spain), alongside rising music star Ellie Dixon and creative technologist Rifke Sadleir. We oversaw production from pre-to post, working with Salomon’s team at Prettybird and a crew of over 100 on location in Prague to deliver the shoot.
In the UK, we paired Paralympian and gaming fan Jonnie Peacock with renowned gamer Talia Mar and game designer Julia Spinola to create an auto-runner video game starring Jonnie — a world first for a Paralympian.
We also partnered Olympic swimmer Adam Peaty with music artist Ellie Dixon and tech innovator Tigris to enable Adam to make music through his swimming by transforming his body into a unique instrument.
In Germany, Para-cyclist Denise Schindler, fashion influencer Alicia Awa, and emerging designer Tim Schütze collaborated to create a custom fashion accessory for Denise's prosthetic, empowering her both on and off the track.
Our Poland docuseries followed Para fencer Kinga Dróżdż joined by tech prodigy Kamil Wronski, music producer Catchup, and artist Brodka to create an original music track. Using Kamil’s technology, data captured from Kinga’s saber movements was transformed into sound, which Catchup and Brodka then produced into a unique music track.
Supported by six local docuseries directed by Miranda May
Following the hero film, we produced docuseries across Visa’s key markets, including the UK, Italy, Spain, Germany, France, and Poland. Each three-part series highlighted athletes, artists, producers, fashion experts, pro gamers, and young creators across Europe, taking their passions to the next level. We brought onboard emerging director Miranda May to oversee the production.
Over five months, we delivered a wide-reaching production that included more than 763 assets, distributed across 20 European countries.
Running throughout the Olympics and Paralympics, the campaign spanned social, digital, video on demand, cinemas, and experiential channels. True to Visa’s mission, this project proved that with the right support, everyone can level up their game.
