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Light It Up

Offline Digital

2013

Proximity Canada
t: 1-416-972-5458
e: awards@proximity.ca
w: proximityworldwide.com

Executive Creative Direction: John Gagné Creative Direction: Josh Stein Copywriting: Lins Ricon Art Direction: Michael Katzikowski, Graham Ameron, Eric Cicero Agency Planner: Collin Douma Account Director: Christine Smith Agency Producer: Neely Lisk Production Company: Klip Collective Project Direction: Ricardo Rivera, Phil Erney, Josh James Production Artist: Larry Schwartz Ad Agency: Proximity Canada

On the eve of the 2012 London Olympic Games opening ceremonies, Gillette turned the city of Boston, their home for over 100 years, into a canvas to show their support for Team USA. Part science, part nature and part digital art, patented technology was used to display footage showcasing the explosive starts of Gillette Ambassadors Ryan Lochte and Tyson Gay, demonstrating the advantage a great start gives an Olympic athlete.

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