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Omega gets playful with size and scale for Olympics

This summer, the Olympic and Paralympic Games will arrive in Paris, capturing the world’s attention with historic sporting moments in iconic city locations.

The tournament’s official timekeeper Omega has now launched its international advertising campaign. 

The campaign hopes to inspire while celebrating the host city and the athletes striving for gold.

The visually compelling campaign has transformed Paris into a dreamlike playground, where the most recognisable city sights have become a stage for sporting glory.

Through a series of print and TVC executions, the brand has played with scale and optical illusion, to blend the athletes with their surroundings.

The campaign aims to portray that there are “no limits” to the athletes “huge potential”.

The Twelve athletes who feature in the campaign are Omega ambassadors.

In keeping with the spirit of the Olympic and Paralympic Games, their selection covers a diverse range of countries, sports, and abilities.

Featured athletes include, Mondo Duplantis, Léon Marchand, Gianmarco Tamberi, Erriyon Knighton, Shericka Jackson, Ma Long, Marcel Hug, Bebe Vio, Simon Ehammer,  Peter Burling and Blair Tuke, Mickaël Mawem, Céline Boutier.

The music used within the TVC is an exclusive piece created in partnership with the French rapper SDM, who wrote and performed his own original lyrics to the song “Born to be a Legend”.

Based on the ad concept, the musical theme celebrates the theme of overcoming challenges and dreaming to win gold.

Omega first shot on location in Paris, first capturing the famous monuments of the city.

The athletes were later filmed on green screen in locations including Toronto, Shanghai, and Barcelona.

The team used specific cameras mounted on robotic arms to smoothly merge the movement of the athletes with the city sights, in order to create an effect that captivates the viewer.

The campaign is a tribute to Omega’s role as the official timekeeper of the Olympic and Paralympic Games, where the brand has to measure every event with accuracy.