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View project information
Every athlete starts somewhere.
Out-of-home campaign photography for TikTok's It Starts On TikTok, with Team GB and ParalympicsGB athletes ahead of the Paris 2024 Games.
Shot in Crystal Palace, south London, Lauren Steadman, Oliver Lam-Watson and Delicious Orie front a campaign built on a simple idea. The first steps, from boxing for beginners to a warm-up routine, can be learned on TikTok. Boxing, running and wheelchair fencing are stylised and lit with intent, yet kept as raw as a clip on a phone. The work runs across billboards, digital screens and airports in the weeks before the Games.
Remembered by the finish. Defined by the start.
Client: TikTok. Agency: Akcelo. Production: Armoury London. Creative director: Louise McQuat.
