adidas wanted us to make the kit famous. Our specific objectives for the content were:

• Get at least 100 of the 350 athletes to come to adidas’ studio on the day and share the content we enabled them to create

• Make sure that the content could be re-used on adidas’ channels, and also re-purposed for media relations to help generate buzz around the Games

We worked with suppliers to build the technology that would allow us to shoot vertically,, in premium quality, but that also allowed the athletes to quickly and easily share the photos on their channels.

We set up special shoots for key athletes including Jessica Ennis-Hill, Laura Trott and Tom Daley, creating picture stories and bespoke annotated versions of the shots that could be sold in to media.

As other individual athletes and teams came through we sent targeted media pitches to national media and curated two ‘best of’ albums, as well as posting key visuals to adidas’ channels.