Mark Zibert and Kevin Foley directed a 2021 International Olympic Committee multi-spot campaign, “Stronger Together,” illustrating the more human side of some fan-favorite athletes. Amplified by a rousing score and inspiring voiceovers, the films showcase the dynamic athleticism of Olympians in an affecting and soulful way.
In the mix of an anthem spot featuring 20 athletes as well as pieces focused on individual athletes is this film featuring Yusra Mardini, Refugee Olympic Team member.
Zibert and Foley helmed the work via Toronto production company Scouts Honour for Canadian design agency Hulse & Durrell.
Produced with an all-Canadian crew, production on the campaign commenced pre-pandemic and picked back up in 2021, with the global film shoot spanning six cities across four continents–Cape Town (South Africa), Lisbon (Portugal), Los Angeles (USA), Kingston (Jamaica), Melbourne (Australia), and Toronto (Canada). With an average of only 30 minutes with each athlete, pulling off the hero and individual films was a feat of efficiency and flexibility.
Foley is represented internationally by Rakish and in Canada by Scouts Honour.
Credits
Client International Olympic Committee Agency Hulse & Durrell James Moslander, art director; Adam Tetreault, copywriter; Greg Durrell, Ben Hulse, executive producers; Kelly Parlane, producer. Production Scouts Honour Kevin Foley, Mark Zibert, directors; Simon Dragland, Rita Popielak, exec producers/producers; Eric Kaskens, Mark Zibert, DPs; Tricia Zaremba, creative research. Editorial Married to Giants Graham Chisholm, Raj Ramnauth, editors; Matthieu Belanger, Nick Yumul, assistant editors. Online/VFX The Vanity Sean Cochrane, lead VFX artist; Mike Medeiros, Andrew Farlow, VFX artists; Stephanie Pennington, exec producer; Kayla Baxter, producer. Audio Six Degrees Music & Sound Dan McManus, voice/music director; Alec Harrison, original score; Chris McGuire, additional orchestration; John Iaquinta, re-recording mixer. Color Alter Ego Post Wade Odlum, colorist. Production Service Companies AG Films, Lisbon, Portugal; Moonlighting, Cape Town, South Africa; The Media Mob, Los Angeles; Walters Productions Jamaica, Kingston, Jamaica; FINCH, Australia.
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
